Just in time for tax season, Intuit TurboTax is out with a new campaign called, “Make Your Moves Count,” which marks the first work from recently appointed ad agency R/GA, part of Interpublic.  

The firm will also be advertising in its 11th straight Super Bowl telecast on Feb. 11. The firm said more details about that effort will be forthcoming. 

According to the company, the new campaign, celebrates “those who are carving their own pather, making bold moves and living in new and modern ways.” 

Not surprisingly, the company has deployed generative AI technology to bolster its offering via a new tax virtual tax assistant called “Intuit Assist.” 

"Taxes are a reflection of our customers' diverse lifestyles, and our tax experts and AI technology work together to identify even the smallest credit or deduction at tax time,” said Nick Soukas, senior vice president of Intuit's Consumer Group. 

The campaign is anchored by seven films, including two Spanish language spots. It spans broadcast, digital, audio, and social, as well as digital partnerships with Twitch, TikTok, BuzzFeed and Roku. Sample the work here.  

The company claims 100 million customers worldwide are using a portfolio of products, including TurboTax, Credit Karma, Quickbooks and Mailchimp.