Taxes = drama. Most people experience It and R/GA is turning that into a relatable Super Bowl commercial starring two-time Academy Award winner, Adrien Brody, that highlights the emotional intensity, anxiety, and tension people associate with doing their taxes.
In the campaign, Brody plays into the familiar stress people associate with doing their taxes, approaching the task with heightened seriousness and theatrical focus. For a dramatic actor, it feels like the perfect role. However, when Brody signs on to play the role of TurboTax expert “Janet,” he receives unexpected direction. Instead of intensity and anxiety, he is asked to make people feel calm, relaxed, and at ease, reinforcing the idea that TurboTax experts will handle it for you.
In the 15-second teaser, Brody is shown in his dressing room rehearsing the line, “I can handle that for you,” trying out different voices, gestures, tones, and even an accent, each delivered with dramatic flair. The teaser closes with the words “The Expert” displayed across the film along with the TurboTax logo.
The 45-second commercial will air just before halftime, following a 30-second teaser in the pre-game. A two-minute extended cut will also run on the brand’s owned digital channels, in its new retail locations, and in cinemas nationwide.
The teaser is live now on the TurboTax landing page, supported by out of home placements across NYC and LA, and will continue running ahead of kick-off on February 8.
Other teasers:
