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TaxSlayer Puts a Literal Spin on Money Idioms for File Fearlessly Campaign


Agency Party Land and Lord Danger take cash cows and refund trees to a new level

TaxSlayer Puts a Literal Spin on Money Idioms for File Fearlessly Campaign

In an all-new 2022 creative campaign, TaxSlayer – a leading online and professional tax and financial tech company – is unveiling a new brand platform, ‘File Fearlessly,’ to amplify its driving purpose to make life simpler and less stressful for millions of taxpaying Americans through exceptional, easy-to-use technology.

‘File Fearlessly’ is all about empowering people to approach tax season with a fearless, confident mindset with the help of TaxSlayer.

TaxSlayer’s free-to-start tax prep service guarantees the maximum refund customers deserve and helps them save up to 80%, plus get all the forms, credits and deductions for less than other competitors. With 40% of tax-paying Americans preparing to file their tax returns within the first six weeks of the New Year, the campaign objective is to capture a share of that market and stand out as a more affordable and easy to use option.

Developed in collaboration with creative agency Party Land, the ‘File Fearlessly’ campaign is anchored in two 30 second TV spots that depict customers getting their maximum refund – but in rather unusual ways. The fantastical scenarios put a literal, irreverent spin on the familiar money idioms ‘cash cow’ and ‘money tree.’

In the Cash Cow spot, a customer is depicted as a cowboy using a lasso to wrangle a cow made of cash after filing his tax return via TaxSlayer Simply Free.

In Refund Tree, a mom whips out a chainsaw and goes to town on a cash-growing tree.

The creative approach leans into humour to highlight TaxSlayer’s approachable service and difference in the larger tax prep software category. After all, it’s been a tough couple of years and everyone could use a cash cow or money tree in their backyard right now.

“It's been a tough couple of years, and everyone could use a cash cow or money tree in their backyard right now," says chief marketing officer Josh Gaudin. "Helping Americans file quickly and get their refunds fast is of the utmost importance to us. This new campaign underscores our commitment to removing the angst from the tax filing process by providing customers with approachable services and high-quality products.”

Matt Heath, co-founder, and chief creative officer, Party Land: “We all hate doing our taxes. TaxSlayer makes DIY tax prep easier and more human. They remove the stress and mystery from the equation and get you to the lone good part of the process, your tax return, knowing you got the most money back you legally can. So we wanted to focus on that. Make things that brought the ease of filing and the confidence the product imbues to the forefront and just tried to have as much fun as possible with it. Plus we got to work a chainsaw into a spot, which is always a good time.”

‘File Fearlessly’ will debut during the TaxSlayer Gator Bowl on 12/31 between #17 Wake Forest Demon Deacons and #25 Texas A&M Aggies. 

The media is airing on broadcast TV, connected TV, radio, digital and social, including two :30 spots, two :15 spots, two :06 spots, and three :30 radio spots. The campaign will continue through mid-April. 

TaxSlayer appointed Party Land as its agency partner for its 2022 brand campaign following a competitive pitch review. 


Agency / Creative
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Genres: People

Categories: Fintech, Finance

Lord Danger, Fri, 07 Jan 2022 08:42:17 GMT