• by Danielle Oster , December 19, 2025

TurboTax will once again be returning to the Super Bowl to promote the service during tax season. The brand confirmed the ad will run as a national broadcast spot during the Super Bowl, but didn’t share further details. This will mark TurboTax’s 13th Super Bowl ad.

Ahead of the big game, the Intuit brand is introducing the second iteration of its “Now This Is Taxes” campaign to a wide audience for the 2025 tax year. Designed to appeal to Gen Z and millennial audiences, the integrated campaign will run across a variety of platforms nationally and locally.

The campaign will leverage TurboTax’s NCAA sponsorship, and partnerships with platforms including Amazon Prime Video, Fortnite Creative, and Netflix. The media strategy was designed to target audiences aged 18-44, including prior-year assisted tax filers, and those “frustrated with the old, manual, and expensive tax process.”

The campaign’s soundtrack features covers of classic songs by popular Gen Z and millennial artists, including Canadian rock band The Beaches, R&B singer/songwriter Ravyn Lenae, and indie singer/songwriter Toro y Moi.

One centerpiece of the campaign is a 30-second TV ad debuting Dec. 25, featuring Lenae’s cover of rock band Queen’s 1978 song, “Bicycle Race.” Entitled “Now Taxes is Staying in the Loop,” the spot addresses feelings of being stuck while filing taxes, while promoting TurboTax’s “done-for-you tax filing experiences.” The spot will premiere during Netflix's NFL coverage, along with other media channels.

“We are making high-quality, done-for-you tax guidance more accessible and tech-forward for everyone, whether they want virtual or in-person expert help. This is the essence of ‘Now This Is Taxes,’” Nick Soukas, senior vice president of marketing for Intuit Consumer Group, said in a statement.

TurboTax partnered with agencies R/GA and Widen+Kennedy on the creation of the campaign.

The campaign made its initial debut last month with a spot featuring Toro y Moi’s cover of 1982 Madness hit “Our House,” promoting the strategic opening of TurboTax Stores offering in-person tax help.