Intuit TurboTax

After 10 years with Wieden+Kennedy, TurboTax was stuck. The work wasn’t connecting, the offering lacked clarity, and their Experts weren’t breaking through.

A few months of pitching later, we won the business. Hard fought and the second largest win in IPG history, it was rooted in one simple principle: lead with truth.

Our debut campaign, Make Your Moves Count, was built around a simple idea: today’s taxpayers are hustling to make every move count, so their refund should too. And for the Super Bowl, we made sure one taxpayer got paid like never before.

Then came Now This Is Taxes — TurboTax’s first multi-year platform. Built on dramatic contrasts, the campaign reframed tax season from something stagnant and painful into something fast, fluid, and already in your pocket. And for the Super Bowl, we pushed the metaphorical to its limit with a hard trek to the mecca of taxes. The following year came our magnum opus: proving TurboTax removes the drama by casting arguably the most dramatic actor alive.