Because the Super Bowl is always a great place to start talking about taxes… TurboTax is heading back to the Big Game.
Intuit’s tax software brand will return to the Super Bowl for the 13th consecutive year, once again teaming with R/GA to extend its ongoing “Now This Is Taxes” platform.
The Super Bowl spot is just one piece of a much larger, full-funnel rollout that stretches well beyond Super Bowl Sunday. TurboTax plans to surround the Big Game moment with a multi-channel campaign spanning TV, digital, gaming, streaming, and social, with partnerships across platforms including the NCAA, Netflix, Fortnite, and Amazon Prime Video.
Last year’s Super Bowl film for TurboTax, directed by Traktor via Stink Films and starring Issa Rae, set the tone for the platform. This year’s execution continues that evolution, leaning heavily into music and culture to modernize how tax season shows up, particularly for Gen Z audiences.
Ahead of the Super Bowl, TurboTax and R/GA are rolling out a series of music-driven spots featuring reimagined classics performed by contemporary artists, including Ravyn Lenae, Toro y Moi, and The Beaches. The first ad debuted on Christmas Day, featuring Ravyn Lenae’s cover of Queen’s Bicycle Race, underscoring TurboTax’s pitch that modern tools should make filing easier, faster, and more flexible.
Subsequent spots roll out through January, pairing original and re-recorded tracks with product-focused messaging around free filing, expert help, and maximizing refunds. The approach is designed to meet younger audiences where they already are, particularly on TikTok and YouTube, using platform-native storytelling to drive mid-funnel engagement.
“People expect brands to rise and meet the occasion, yet they continue to tolerate a process riddled with pain, confusion, and little reward,” said Nick Soukas, SVP of marketing for Intuit’s Consumer Group. “We’re making done-for-you tax guidance more accessible and tech-forward for everyone. That’s the essence of ‘Now This Is Taxes.’”
In other words: TurboTax isn’t just showing up for another Super Bowl. It’s using the biggest advertising stage to argue that taxes don’t have to feel like taxes anymore.
CREDITS:
BRAND: Intuit TurboTax
AGENCY: R/GA Americas
• Chief Creative Officer: Tiffany Rolfe
• Creative Excellence: Ari Halper
• Group Creative Director: Ryan O’Keefe
• Creative Director: Natalie Rojas
• Creative Director: Remy Law
• Creative Director: Adrien Bindi
• Creative Director: Matthew McFerrin
• Creative Director: Patrick Glorieux
• Associate Creative Director: Isaac Weeber
• Associate Creative Director: Michael Lopez
• Copywriter: Diego Sarmiento
• Art Director: Max Hendren
• Designer: Michelle Passe
• Head of Production: Jesse Brihn
• Executive Producer: Abbie Noon
• Executive Producer: Forrest Holt
• Executive Producer: Rob Marmor
• Business Affairs Director: Miriam Hughes
• Producer: Josh Christman
• Producer: Ilene Kramer
PRODUCTION COMPANY: Grayskull
• Director: Los Perez
• Director of Photography: Dani F. Abello
PRODUCTION COMPANY: Biscuit Filmworks
• Partner: Shawn Lacy
• Executive Producer: Andrew Travelstead
• Head of Production: Sean Moody
• Producer: Javier Alejandro
• Production Supervisor: Jack Filtness
• Production Manager: Carlos Pequerul
• Talent: Eva Cid
POST/VFX: Electric Theatre Collective
• Shoot Supervisor: Giles Cheetham
• VFX Supervisor: Thiago Dantas
• CG Lead: Matteo La Motta
• Executive Producer: Polly Durance
• Producer: Rosie Corbett
• Producer: Megan Plane
• Producer: Rika Kulsavat
• Color Grading: Luke Morrison
EDIT: MakeMake
• Editor: Louis-Philippe Charette
• Editor: Damion Clayton
• Editor: Alyssa Oh
• Edit Assistant: Amelia Connelly
• Edit Assistant: Jobe Lowen
• Managing Director: Eve Kornblum
• Executive Producer: Justin Kumpata
• Executive Producer: Cynthia Laplaige
• Head of Production: Terry Leonard
• Producer: Niaomi McGarrell
MUSIC/SOUND: LIME STUDIOS
• Sound Engineer: Jeff Malen
• Sound Engineer: Dave Wagg
• Sound Engineer: Joel Waters
• Sound Engineer: Tom Paolantonio
• Assistant Engineer: Mia Perfetti
• Executive Producer: Susie Boyajan
MUSIC/SOUND: Sony Music Publishing
• Talent: Ravyn Lenae
• Music Producer: Dahi
• Music Producer: Caroline Macomber
• Music Supervisor: Department of Music
• Founder: Robert Kaplan
• Founder: Michael Freeman
• Executive Producer: Colleen Young
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