“The Year of the You”: Clever Idea Makes Taxes Look Good

“It was the year of the You.”


And just like that, TurboTax pulls you in.

With a voice-over by John C. Reilly, the spot for Intuit makes you feel like they get you. They get that the last year of your life was busy, exciting, full of big moments. And they get that with a new year, there’s a lot to reflect on.

“That’s what taxes are— a recap. The story of your year.”

What a great pep talk. And it could not have been timed more perfectly. By airing during the BCS Rose Bowl January 1st, the spot hit a huge audience at a pivotal moment: “go time.”

Give their agency of record a round of broccoli sandwiches. Wieden + Kennedy Portland and director Lance Acord  made taxes look good. And with the rest of the campaign to follow, you can only imagine how exciting taxes could be.

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