TurboTax Kicks Off 2019 Tax Season With Two New Advertising Campaigns

TurboTax, from Intuit Inc. (Nasdaq: INTU), is gearing up for tax season with the launch of two new advertising campaigns. The leader in online tax prep with more than 30 million returns filed last year alone in the US, and America’s number one free tax preparation provider, TurboTax has an offering for every taxpayer, from DIY filers using TurboTax Free Edition to complex filers who want a licensed CPA by their side with TurboTax Live. To celebrate these two products, TurboTax is launching its 2019 advertising campaigns featuring tech millennials, touching moments, jingles, and more.

“Everyone’s tax situation is different and so too are people’s preference for doing their taxes themselves or having a licensed tax expert review or even sign and file their return,” said Mary-Ann Somers, Chief Marketing Officer for Intuit’s Consumer Group. “This year, we’re highlighting customer choice with two campaigns showcasing the simplicity of Free and the helpfulness of Live, all with the convenience of doing taxes on your time, in your place, from a computer or mobile.”

The first campaign, Changing the Way You Do Taxes, launches and is all about TurboTax Live. The campaign, along with some tech-savvy friends, shows how experienced, licensed CPAs and EAs can be at your side to help with questions along the way, and even review your tax return before you file. It also shows how technology and humans can come together to ensure you have a great tax experience. The campaign includes both English and Spanish language spots and will appear across TV, radio, and social platforms.

“With the TurboTax Live campaign we’re combining the ease, convenience, and technology that taxpayers love about TurboTax with licensed tax experts, showing how, together, technology and real live experts can give you help and guidance so you can file with complete confidence,” added Somers.

To get a look at what’s to come, here are the first two spots in the campaign, “Keynote” and “Tech Showcase,” (in English and Spanish) as well as upcoming spots “Tech Bragger” and “Compensating.”

In the Power of Free campaign, launching on January 1, 2019, TurboTax will put the focus on TurboTax Free Edition. Over the coming months, the TurboTax Free Edition campaign will feature moments in our lives—from father-son talks to spelling bees—with every word replaced with “Free.” With TV, radio, and social, this campaign highlights how TurboTax can help file simple taxes completely free.

“With TurboTax Free tax preparation, now in its fifth year, taxpayers can file a simple tax return and feel confident that they’re getting all the money they deserve, absolutely free . . . free, free free free,” added Somers.

Here’s a look at some of the spots in the Power of Free campaign: “Spelling Bee,” “Lawyer,” “Big Kick,” and “Credits.”

“Many taxpayers dread doing their taxes, which is exactly what TurboTax is pushing against with their intuitive products—removing the pain points that can create that fear, uncertainty, and doubt. With that in mind, we felt we had permission to take a more lighthearted approach to these two tax-season campaigns,” said Wieden+Kennedy creative directors Jason Campbell and Kevin Jones.

TurboTax Live, TurboTax Free Edition, and all TurboTax Online products are now available. These campaigns were created in collaboration with global independent creative agency Wieden+Kennedy Portland.