TurboTax has been embracing celebrities in a big way this year, rolling out ads with everyone from Kathy Bates to DJ Khaled. But for the upcoming Super Bowl, the brand is really pulling out the big guns—Humpty Dumpty himself.
The notorious nursery-rhyme egg will star in three spots, including a 45-second spot on Super Bowl LI in two weeks’ time. The first spot, a teaser of sorts, broke Sunday night during the AFC Championship Game, and features Humpty being attended to after his fall.
Turns out he was using TurboTax up on that wall. (Don’t try this at home.)
The new campaign, from Wieden + Kennedy Portland, marks TurboTax’s fourth consecutive year on the Super Bowl. The three-spot Humpty series includes “Humpty Fall” (directed by Ivan Zachariáš), the Super Bowl spot, and a third spot after the Super Bowl.
“We’re excited to once again be part of some of television’s biggest live events at a time when taxes are top of mind for millions of Americans,” said Greg Johnson, svp of marketing for Intuit TurboTax. “The Big Game and the Grammys give us unique opportunities to demonstrate—in an entertaining and memorable way—that with TurboTax, there’s expert help, on demand in the palm of your hand.”
The marketers has been running a campaign lately themed “Relax, there’s TurboTax,” playing up consumer control by highlighting in-product access to a live, one-way video connection to a TurboTax expert or credentialed CPA or enrolled agent to get real-time, personalized answers.