R/GA Is Bringing TurboTax Back to the Super Bowl

TurboTax is returning to the Super Bowl for the 13th consecutive year with a new ad created by agency R/GA.

The film is part of the ‘Now This Is Taxes’ platform, which will extend the Big Game creative for Intuit’s tax software brand beyond Super Bowl LX with a full-funnel, multi-channel approach, partnering with the NCAA, Netflix, Fortnite, Amazon Prime Video, and more.

The brand's film for Super Bowl LIX last year was directed by Traktor, via Stink Films, and featured actor and writer, Issa Rae.

Prior to this year's Super Bowl, TurboTax and R/GA are also launching a new campaign that features reimagined songs by gen z artists, including Ravyn Lenae, Toro y Moi, and The Beaches. These spots will air through January.

The first ad debuts on Christmas Day, December 25th, created in partnership with R/GA and with media placements support via Wieden+Kennedy. The production was led by Biscuit and Grayskull, with direction from Los Perez. Called ‘Now Taxes Is Staying in the Loop’, the 30-second spot features Ravyn Lenae’s cover of ‘Bicycle Race’ by Queen, and shows how TurboTax is modernising filing taxes to reach every audience.

“For me, covering an iconic song is all about bringing that classic energy forward into the modern era,” said Ravyn Lenae. “I love how ‘Bicycle Race’ celebrates freedom of choice. It highlights the importance of choosing modern technological efficiencies in our everyday lives.”

The next film, ‘Now Taxes is Easy, Done-For-You with Free Tax Filing’ launches January 7th, and involves an original song from NYC-based music company Storefront. The track musically describes how to qualify for TurboTax Free Edition. The third film, ‘Now Taxes is Maximised Money Outcomes’ launches January 19th, and is soundtracked by The Beaches' re-recording of ‘I Ran So Far Away’ by Flock of Seagulls.

This sonic approach to capturing gen z’s attention follows on from TurboTax’s launch of its Expert Stores in November, where it used Toro y Moi’s re-recording of ‘Our House’ by Madness. The campaign is engineered to deepen gen z engagement on platforms like TikTok and YouTube, using platform-optimised storytelling to optimise its mid-funnel strategy.

“People expect brands to rise and meet the occasion, yet they continue to tolerate a process riddled with pain, confusion, and little reward, accepting the status quo that taxes are supposed to be painful,” said Nick Soukas, Intuit Consumer Group’s SVP of marketing. “We are making high-quality, done-for-you tax guidance more accessible and tech-forward for everyone, whether they want virtual or in-person expert help.

“TurboTax is ensuring that excellence is the standard, not the exception, actively working in our customers’ best interest to find them more money, easier, and faster. This is the essence of ‘Now This Is Taxes’.”