TurboTax is running “All People Are Tax People Remix,” a music video styled commercial designed to air during the NFL Super Bowl LIV. “All People Are Tax People Extended Remix” is an original full-length song and music video recognizing the idea that taxes are something we all have in common. The song pays tribute to Bounce music with its repetition, high energy and southern style roots, and is brought to life on film featuring a diverse array and reflection of the American people. The remix ad is the culmination of the TurboTax “All People Are Tax People” campaign that debuted in January 2020. Fans of the video are invited to show off their #W2Step for the chance to win $5,000 by uploading a video of their dance on Twitter or Instagram using #W2Step and tagging @TurboTax.
“With the Super Bowl, we are creating a moment, at the height of tax season, to inspire and empower fans, and celebrate what unites us,” said Mary-Ann Somers, Senior Vice President, Intuit’s Consumer Group. “We believe that people are capable of amazing things and, with the right tools and encouragement, they can do anything – including their taxes. This spot is a celebration that everyone can confidently do their taxes with TurboTax, no matter how much or little help they need.”
TurboTax Tax People Credits
The Tax People campaign was developed at Wieden+Kennedy by executive creative directors Jason Bagley and Eric Baldwin, creative directors Patty Orlando and Kevin Jones, art director Derrick Ho, copywriter Yahkeema Moffitt, director of production Matt Hunnicutt, art director/producer Ben Grylewicz, agency producer Riacara Stokes, strategic planning team Angela Jones and Chirstian Clay, media/comms planning team Kim Sizemore and Paul Graham, account team Tobey Bennett, Madeline Parker and Juliana Cole, business affairs team Laura Caldwell and Maggie Harasyn, broadcast traffic team Jesus Garcia and Zac Rosevear, working with TurboTax marketing team Mary-Ann Somers, Cathleen Ryan, Danielle Roark and Whitley Diffin.
Filming was shot by director Calmatic via Prettybird with executive producer Suzanne Hargrove, director of production Tracy Hauser, line producer James Graves, director of photography Billy Pena, and art director Carlos Laszlo.
Editor was Kyle Brown at Exile with assistant editor Vanessa Yuille, post producer Lauren Pullano and executive producer CL Weaver.
Visual effects were produced at Joint Editorial by VFX supervisor Leif Peterson, Flame artist Edward Lopez, VFX producer Sarah Usmen and executive producer Nirad “Bugs” Russell.
Colorist was Sean Coleman at Company 3.
Sound was produced at Joint by sound designer Noah Woodburn.
Original music, “All people are Tax People”, was produced at Walker in association with Wieden + Kennedy, by executive producer Sara Matarazzo, and producer Danielle Soury.