Music video style spot was created by Wieden+Kennedy Portland and shot by Old Town Road director Calmatic
TurboTax’s film and song for the Super Bowl marks a celebratory culmination of the brand campaign ‘All People Are Tax People’ that debuted at the start of the year. The campaign reminds people of all the amazing things they accomplish every day, and with the right tools and encouragement, they are capable of doing anything—including their taxes.
The music video styled film aired during the NFL Super Bowl LIV. The Super Bowl is a moment in American culture that brings people together to celebrate what unites us - football, family, food and, of course, taxes.
“With the Super Bowl, we are creating a moment, at the height of tax season, to inspire and empower fans, and celebrate what unites us,” said Mary-Ann Somers, senior vice President, Intuit’s Consumer Group. “We believe that people are capable of amazing things and, with the right tools and encouragement, they can do anything – including their taxes. This spot is a celebration that everyone can confidently do their taxes with TurboTax, no matter how much or little help they need.”
‘All People Are Tax People Extended Remix’ is an original full-length song and music video recognizing the idea that taxes are something we all have in common. The song pays tribute to Bounce music with its repetition, high energy and southern style roots, and is brought to life on film featuring a diverse array and reflection of the American people.
A 45-second version of “All People Are Tax People Remix” aired during the broadcast of the game. This is complemented by an integrated multi-channel campaign across digital, social and high-reach media.
The commercial was created in partnership with independent advertising agency Wieden+Kennedy, the film was directed by the artist and filmmaker, Calmatic, and the track created by W+K creative team in partnership with Walker Music.