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W+K Portland's TurboTax Super Bowl Ad Gives the Boston Tea Party a New Ending

Wieden+Kennedy Portland, 2 years, 8 months ago

Spot directed by Biscuit's Noam Murro puts the historic event in a different light

W+K Portland's TurboTax Super Bowl Ad Gives the Boston Tea Party a New Ending

For the first time ever, TurboTax is offering taxpayers all across America who file a simple return, the chance to file their federal and state for free. It’s the biggest thing to happen to taxes since the Boston Tea Party. So, for the brand’s second foray into America’s biggest football game, director Noam Murro dipped into the history books to recreate a cold winter night in Boston harbor, albeit with a slightly different ending.

The 60-second commercial, titled “Boston Tea Party,” aired in the first quarter of the game. 

There are 60 million Americans with simple returns, and they tend to file early in the year. The Super Bowl provides an opportunity to reach a large, captive audience about the benefits of preparing and filing taxes with TurboTax during one of the busiest tax filing weekends of the season. 

This effort is part of a larger brand campaign (television spots like “Wedding” and “Shrimp”) that position taxes as the story of your year—just much simpler. The creative seeks to show that although life is complex, doing taxes with TurboTax doesn’t have to be because simple questions guide people step by step through all the amazing and sometimes crazy changes that happen during their year.

Creative Agency

Account Manager: Courtney Nelson / Vanessa Miller / Anna Boteva

Art Director: Chris Taylor

Copywriter: Darcie Burrell / Brooke Barker

Creative Agency: W+K Portland

Creative Director: Dan Kroeger / Max Stinson

Executive Creative Director: Joe Staples / Mark Fitzloff

Head of TV / Production: Ben Grylewicz

Planners: Amber Higgins / Nathan Goldberg

Producer: Endy Hedman / Julie Gursha

Project Manager: Liza Robbins

Music and Sound

Creative Director: Kelly Bayett

Executive Producer: Suzanne Hollingshead

Head of Production: Whitney Fromholtz

Music Production: Barking Owl

Producer: Whitney Fromholtz, Dawn Redmann

Sound Design: Michael Anastasi

Sound Mix: Jeff Payne & Ben Freer @ Eleven Sound


Edit Assistant: Nate Gross / Grant Hall

Edit Company: Exile

Editor: Kirk Baxter

Executive Producer: CL Weaver

Producer: Toby Louie

Post Production / VFX

2D Artist: Sarah Eim / John Price / Robert Murdock / Martin Karlsson

2D Lead Artists: Chris Knight

3D Artist: Phill Mayer / Katie Yancey / Alberto Lara / Jason Monroe

3D Artists: Majid Esmaeili / Mario Afu

3D Lead Artist: Tom Graham

Colourist: Adam Scott

Creative Director: Shoot

Executive Producer: Sue Troyan , (Colour) Thatcher Peterson

Matte Painting: Sun Chung / Thom Price / Andy Wheater

Post Production House: The Mill

Producer: Dan Robers, (Colour) Antonio Hardy

VFX Supervisor: Benjamin Sposato

Production Company

Director: Noam Murro

DOP: Simon Duggan

Executive Producer: Colleen O’Donnell

Managing Director: Shawn Lacy

Producer: Jay Veal

Production Company: Biscuit

Category: Business and services , Software

Genre: Comedy