January is tax time in the US. Talk about tax is dreary. Or it was, until W+K began producing creative work for TurboTax in January 2014. (It won the creative account in July 2013, and media planning and buying in September 2013).

W+K followed up it’s the Year of You campaign with a Super Bowl ad called Love Hurts.

According to TurboTax, its online sales grew 14% in 2014 while the whole do-it-yourself tax category grew just 6%. So W+K is getting to make a new, expensive 60 second spot for this year’s Super Bowl telecast.

Before that happens, it has launched the first part of the 2015 campaign, It’s amazing what you’re capable of, which promises that, “Although life is complex, doing taxes with TurboTax doesn’t have to be. No matter what you went through last year, answering questions about it is simple.”

The scenarios are mad – the 60 second Mardi Gras, in particular. It is a series of interconnected events in Janet’s life, and…

[this is where W+K moves up your where I want to work list]

…each event leads to a choose what happens next-style yes/no question that reminds you of one of the tax-relevant milestones that happen during anyone’s year.

The two other spots are Statues (30 secs) and Loud Noise (15 secs) each of which focuses on one milestone. The Super Bowl ad will be ‘something different”. The TVCs are supported by radio, digital and social advertising throughout tax season.

Creative credits:

Agency: W+K Portland

Executive creative directors: Joe Staples & Mark Fitzloff

Creative directors: Dan Kroeger & Max Stinson

Copywriters: Darcie Burrell & Brooke Barker

Art Director: Chris Taylor

Head of Production: Ben Grylewicz

Production company: Biscuit

Director: Noam Murro

Executive producer: Colleen O’Donnell

Editing: Rock/Paper/Scissors

VFX company: The Mill

Sound company: Barking Owl