• by Fern Siegel , January 3, 2025

Turbo Tax is beginning 2025 with a new ad campaign: "Now This Is Taxes."

The campaign hopes to transform a stressful experience into an easier one by having a Turbo Tax expert help prepare your taxes.

R/GA produced the creative work, directed by Vania+Muggia.

In one spot, a foodie turns his taxes over to an expert, achieving a $4,000 refund advance loan in the process. The second promotes TurboTax’s new mobile filing offer, available at various prices. It also suggests DIY tax filing is more convenient when using TurboTax.

The ads are here and here.

The cross-platform campaign runs in the U.S. and Canada, including two Spanish and one French Canadian language versions of spots. The creative also runs on linear, streaming, podcasts, social, digital audio and video, as well as integrations and partnerships with the NCAA, Netflix, NFL, Spotify, TikTok and YouTube.

More ads will roll out during tax season.

“We’ve spent the past few years manically focused on the assisted market and providing a compelling filing experience for assisted customers through our full-service product. We have seen both success and interest across customer cohorts, including Gen Z. We will create further consideration with this year’s campaign by focusing on experience, speed and price, which is what resonates most for assisted filers,” Trevor Kelley, vice president, marketing, Consumer Group at TurboTax, told Agency Daily.

R/GA’s client work includes Android, Verizon MyPlan and the BBC.