Humpty Dumpty Stars in Big Game Ads for TurboTax

SAN DIEGO–(BUSINESS WIRE)–TurboTax®, the nation’s leading preparer of federal
tax returns
, from Intuit Inc.
(Nasdaq:INTU), unveiled a new teaser spot, the first in a three-ad
series as part of the brand’s campaign before, during and after
America’s most anticipated football game. TurboTax returns to the Big
for the fourth consecutive year with a new 45-second spot that
will air during the first half on Sunday, Feb. 5.

In what has already been a celebrity-filled campaign for TurboTax, the
new spots feature Humpty Dumpty, one of the most well-known and beloved
nursery rhyme characters. The first in the series, titled “Humpty
,” is a 45-second spot directed by Ivan Zachariáš that debuted
Sunday during the national broadcast of the AFC Championship game. The
series playfully sheds light on Humpty Dumpty’s story, highlighting the
world’s most-famous egg’s taxes. Because everyone knows Humpty Dumpty,
but no one knows why he was on the wall or what happens after the fall.

“We’re excited to once again be part of some of television’s biggest
live events at a time when taxes are top of mind for millions of
Americans,” said Greg Johnson, senior vice president of marketing for
Intuit TurboTax. “The Big Game and The Grammy’s give us unique
opportunities to demonstrate – in an entertaining and memorable way –
that with TurboTax, there’s expert help, on demand in the palm of your

Over-the-top tax situations, brought to life through hyperbolic
storylines have been at the heart of TurboTax advertising this year. The
campaign “Relax, There’s TurboTax” launched earlier this month and
demonstrates taxpayers are in charge, but not alone, as they prepare
their taxes. That’s because only TurboTax provides customers in-product
access to a live, one-way video
to a TurboTax expert or credentialed CPA or enrolled
agent, to get real-time, personalized answers.

Television and web films show reassuring conversations between celebrity
customers and unflappable TurboTax experts who answer even the toughest
questions in stride (see “Kathy
Bates Scary Dependents
,” “David
Ortiz New Job
,” “DJ
Khaled The Exercise Program
,” “DJ
Khaled’s House
” and “Karla
Souza Dependientes

The creative was developed in partnership with independent advertising
agency Wieden+Kennedy, based in Portland, Ore.

About Intuit Inc.

Intuit Inc. creates business and
financial management solutions that simplify the business of life for
small businesses, consumers and accounting professionals.

Its flagship products and services include QuickBooks®
and TurboTax®, which make it
easier to manage small businesses
and tax preparation and filing.
Mint provides a fresh, easy and
intelligent way for people to manage their money, while Intuit’s ProConnect
brand portfolio includes ProConnect
Tax Online
, ProSeries®
and Lacerte®, the company’s
leading tax preparation offerings for professional accountants.

Founded in 1983, Intuit had revenue of $4.7 billion in its fiscal year
2016. The company has approximately 7,900 employees with major offices
in the United States, Canada,
the United Kingdom, India,
Australia and other locations.
More information can be found at

About Wieden+Kennedy

Wieden+Kennedy, founded in Portland,
Oregon, in 1982, is an independent, privately held global creative
company with offices in Amsterdam, Delhi, London, New York City,
Portland, São Paulo, Shanghai and Tokyo. Wieden+Kennedy works with some
of the world’s most iconic global brands, including AB InBev, Coca-Cola,
Delta Air Lines, ESPN, Honda, Nike, Procter & Gamble and Verizon.


Intuit Inc.
Julie Miller, 858-215-8469
Hull, 503-937-7711