Creativity

Creepy Kids Haunt Kathy Bates' House in New Campaign From Turbo Tax

Don't Worry, Turbo Tax Is By Her Side

By Rebecca Hia; Jeanine Poggi. Published on Jan 03, 2017

Editor's Pick

In its new 2017 campaign, TurboTax pays a visit to Kathy Bates, living in a dark house filled with ghostly children who lurk in every room. Her TurboTax adviser informs her that she can't claim these creepy kids as dependents on her taxes, though, her moving expenses are deductible.

The ad is part of the brand's "Relax There's Turbo Tax" push, created out of Wieden & Kennedy, Portland, along with Grupo Gallegos. It promotes SmartLook, a live video connection to a TurboTax expert, credentialed CPA or enrolled agent who will provide real-time, personalized answers to customers' questions.

"This year's campaign is the next step in redefining the TurboTax brand to dramatically increase consideration by proving that TurboTax has human help on demand so that people know they're never alone," Greg Johnson, senior VP-marketing for Intuit TurboTax, said in a statement. "The campaign works to overcome the biggest barrier to those who don't use software today, demonstrating that TurboTax can serve a broad range of taxpayers, including Latinos, self-employed or those who've had life changes, by providing immediate access to expert assurance."

Broadcast spots directed by Ivan Zacharias via Smuggler began airing on New Year's during NFL and college bowl games. Others showed reassuring conversations between TurboTax experts and customers played DJ Khaled, David Ortiz and Karla Souza. The latter two were created out of Grupo Gallegos.

Additionally, TurboTax will air a 45-second ad during Super Bowl LI, airing on Fox on Feb. 5, but creative has yet to be disclosed.

Read more about the Super Bowl effort on Adage.com.

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About

Credits

Date
Jan 03, 2017
Agency:
Wieden + Kennedy Portland
Client:
TurboTax
Creative Directors:
Erik Fahrenkopf, Max Stinson
Agency:
Wieden + Kennedy Portland
Copywriter:
Wayne Ching
Agency:
Wieden + Kennedy Portland
Art Director:
Susan Land
Agency:
Grupo Gallegos
Producer:
Jeff Selis
Account Team:
Courtney Nelson/Vanessa Miller/Corey Woodson/Alex Fitch
Business Affairs:
Karen Roche
Head of Production:
Ben Grylewicz
Studio:
Amy Streger / Eric Reigert / Dana Beaty
Project Manager:
Annie Quach
Production Company:
Smuggler
Director:
Ivan Zachariáš
Co-Founder:
Brian Carmody
Executive Producer:
Allison Kunzman
Line Producer:
Nick Landon
Cinematographer:
Adam Kimmel
1st Assistant Director:
Bobby Phillips
Production Designer:
Jeremy Hindle
Key Costumer:
Courtney Hoffman
Editorial Company:
Robota
Editor:
Filip Malasek
VFX Company:
The Mill
Senior Producer:
Anastasia Von Rahl
Production Coordinator:
Chris Lewis
Shoot Supervisor:
Tim Davies / James Allen
Creative Director:
Tim Davies
2D Lead Artist:
James Allen
2D Artists:
Becky Porter / Don Kim / Jeff Langlois / John Shirley
2D Artists:
Kelsey Napier / Krysten Richardson
2D Artists:
Peter Sidoriak / Tim Davies / Tim Robbins / Rob Winfield
2D Artists:
Anthony Petitti / Matthew Dobrez / Adam Lambert
3D Artists:
Blake Guest (Previz)
Motion Graphics:
Jason Kang / Greg Park
Colour Company:
The Mill
Executive Producer, Colour:
Thatcher Peterson
Colour Producer:
Diane Valera
Production Coordinator, Colour:
Robert Cohen
Colourist:
Greg Reese/Adam Scott
Music+Sound Company:
Pefflabs, Inc.
Sound Designer:
Jeff Sudakin
Mix Company:
Lime Studios
Audio Mixer:
Sam Casas
Audio Assistant:
Lisa Mermelstien
Executive Producer:
Susie Boyajan
Producer:
Kayla Phungglan
HM Production:
(Karla Souza Dependientes & David Ortiz Nuevo Trabajo)
Company:
Grupo Gallegos
Creative Directors:
Carlos Tornell
Account Team:
Jose Pablo Rodriguez
Executive Creative Directors:
Sebastian Garin
Head of Production:
Carlos Barciela
Strategic Planning:
Silvina Cendra
Music Company:
(Temporada de Impuestos con TurboTax y Karla Souza)
Music+Sound Company:
Major Tom
Managing Director:
Mark Kirby

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