Making tax filing an
inviting topic is never easy. But Dailey and Initiative, working with Intuit, managed to pull it off in a campaign for TurboTax that ran over Super Bowl weekend on the home pages of AOL, Yahoo and
MSN. The ads featured a "TurboTaxi" driving down a folded-down home page onto a GPS map where different routes highlighted key steps of the tax-filing process complete with videos,
interactive tools and social tie-ins. Taxes made fun, if that's possible.