Asteroid City and The Brutalist star Adrien Brody plays himself, cast in his most emotionally challenging role yet—TurboTax expert—in the tax software brand’s 45-second Super Bowl LX spot.
Created in partnership with indie agency R/GA, the ad builds on the brand’s ongoing ‘Now This is Taxes’ messaging platform, rolled out in 2024.
“The ability for a consumer to know that they can trust the platform—that [TurboTax] will do everything in its power to make the experience somewhat painless and stressless is something that we have focused on and will continue to focus on,” said Trevor Kelley, vice president of marketing at TurboTax-parent Intuit. The Brody-fronted spot, Kelley said, serves as an “enhanced version of that message: We take the pain, we take the stress, we take the drama out of taxes….Ultimately, it’s done in a very entertaining way.”
The brand is hopeful that the push will enhance awareness and consideration for the brand—and also catalyze more traffic to its expanding network of brick-and-mortar stores.
The full ad, released today, follows a teaser version dropped on Jan. 26. The push represents TurboTax’s 13th consecutive year in the Big Game.
15- and 30-second cuts of the ad will also run in pregame programming.
Watch the full 45-second, in-game version below.
Additionally, a two-minute-long extended cut of the ad will run across TurboTax’s digital channels, in theaters nationwide, and also in select new retail locations, including the brand’s new flagship location in lower Manhattan. Watch that version below.
