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By design, filing taxes is painful. So much so that 56% of Americans fear doing it and 26% say they hate it, for Pew Research.
TurboTax has built its business around this collective grumble, making it easier for people to submit to the IRS in a few clicks. Now, ahead of the April 2025 tax filing deadline, it is reshaping its brand with the launch of a media blitz that has Gen Z firmly in its sights.
The Intuit-owned brand has launched “Now This Is Taxes,” a new campaign developed by R/GA registration agency.
The push debuts with six hero spots that highlight the company’s AI-powered mobile technology. TurboTax says these tools allow taxpayers to access a qualified expert and complete the test in as little as two hours.
The films focus on elements including ease of use, speed, user experience, business customers and fixed price of their full service product.
“Storytelling through product can be difficult,” Trevor Kelley, Intuit’s vp of consumer marketing told ADWEEK. But I believe that the result, inspired by the work of R / GA with Apple in the product space, is a campaign that balances functionality with purpose.
Courting Gen Z
TurboTax is in its second tax season working R/GA. The agency has helped take a new approach to what can be a dry subject, launching comprehensive campaigns an R&B spot with Workaholics star Adam DeVine and its Super Bowl 2024 campaign, “Make Your Moves Count.”
As it faces increased competition from rivals including H&R Block and TaxSlayer, such lighter creative efforts precede a 2025 plan for TubroTax to implant itself deeper into pop culture moments. The purpose? To engage younger consumers and capture what Kelley describes as “low complexity” filers.
With 25% of Gen Zers say that presenting taxes makes them want to consult with a therapist, Kelley has demographics firmly in his sights.
“Positive metrics around Gen Z would be a great result” of the campaign, Kelly said, pointing to the opportunity to engage young people in establishing their lifelong archiving habits.
A diversified media mix supports this goal. The brand has already launched one of the hero points for the campaign during Netflix NFL Christmas games.
