Subtitle: A high-profile ad campaign meets tax software.
Introduction
In the upcoming Super Bowl, TurboTax has partnered with actor Adrien Brody to produce a new commercial that blends humor and tax education. The campaign is designed to capture the attention of millions of viewers during the largest televised event of the year, while highlighting the simplicity and reliability of TurboTax software.
At a Glance
- Adrien Brody will star in a TurboTax commercial during Super BOWL LX.
- The 45-second spot, a 30-second teaser, a 15-second pre-kickoff cut, and a two-minute extended version will air at Levi’s Stadium in Santa Clara on Feb. 8.
- Brody says the ad lets him poke fun at his “heavy, dramatic” image while highlighting TurboTax’s ease of use.
Why it matters:
The commercial places a celebrated actor in a high-visibility advertising slot, blending humor with a tech product’s message at the world’s biggest sporting event.
Adrien Brody is stepping back into the Super Bowl ad game. The 52-year-old will star in his second in-game commercial, and his first in 15 years, playing a TurboTax agent during Super Bowl LX next month.
Game will feature the New England Patriots versus the Seattle Seahawks.
The Super Bowl is the most-watched television event in the United States.
Intuit has used high-profile actors in Super Bowl ads to promote TurboTax.
Commercial Overview
The commercial is produced by Intuit, the company that owns TurboTax.
It features a light-hearted premise: the complexity and drama of tax season versus the actor’s usual serious roles.
Brody explains, “TurboTax came up with this concept that is just so fun, hilarious and relatable, because I think the idea of the complexity and drama of tax season, and me, as a dramatic actor, wanting to delve deep into that, and not being able to do it because TurboTax makes it drama-free and easy, is hilarious.”
Ad Versions
| Version | Length | Air Time |
|---|---|---|
| Teaser | 30 seconds | Pre-game |
| Main Spot | 45 seconds | Pre-halftime |
| Pre-Kickoff Cut | 15 seconds | Before kickoff |
| Extended Cut | 2 minutes | Digital & retail |
Creative Concept
- The ad uses humor to contrast a dramatic actor with the simplicity of TurboTax.
- It shows the actor struggling with tax paperwork, then laughing as TurboTax simplifies the process.
- The message is that filing taxes can be stress-free and easy.
Brody’s Perspective
- “It’s really a blast and so fun, and it’s really liberating,” Brody says.
- He says people think a serious dramatic actor lacks a sense of humor.
- “I love comedy, and I love the idea of making fun of myself,” he adds.
Production Details
- Director Craig Gillespie, who directed I, Tonya, leads the shoot.
- The set was built to allow improvisation, so the crew could riff on ideas.
- Brody was 52 during filming, returning after a 15-year gap from Super Bowl ads.
- Brody won an Academy Award for Best Supporting Actor for The Pianist.
Release Plan
The commercial will debut during Super Bowl LX at Levi’s Stadium in Santa Clara, California, on Sunday, Feb. 8.
The main spot will air just before halftime, the teaser during the pre-game, the pre-kickoff cut before kickoff, and the extended cut will be released on TurboTax’s digital channels and in retail.
Timeline
| Pre-game teaser | Feb. 8 | Levi’s Stadium |
|---|---|---|
| Pre-halftime main spot | Feb. 8 | Levi’s Stadium |
| Pre-kickoff cut | Feb. 8 | Levi’s Stadium |
| Digital & retail release | Feb. 8 | Online, retail, cinema |
Brody’s Career Context
- Broadway debut: The Fear of 13 (upcoming).
- Previous Super Bowl ad: 2001 (15 years ago).
- Notable film roles: The Pianist, The Last King of Scotland.
Final Thoughts
The TurboTax commercial showcases a blend of humor and technology, highlighting how a seasoned actor can bring levity to a familiar product. With the ad’s timing at the Super Bowl, it reaches millions of viewers and underscores TurboTax’s message that filing taxes can be simple and stress-free.
