TurboTax is warming up for tax season—and the Super Bowl—by rolling out a fresh TV spot ahead of its big game commercial. The newly released ad, part of the “Now This Is Taxes” campaign, highlights the stark contrast between traditional tax stress and the ease of letting TurboTax handle everything.
From Stuck in Traffic to Running Free
The ad opens with a relatable struggle: a woman is caught in traffic, clearly on her way to a tax appointment. Meanwhile, another woman is enjoying a carefree run through the city. The difference? One is stuck dealing with taxes, while the other lets TurboTax do all the work.
With a voiceover reinforcing the message—“Taxes was feeling so stuck. Now, taxes is having a TurboTax expert who does your taxes start to finish, while you check in anytime”—the ad makes it clear: TurboTax is transforming tax season into a seamless, stress-free experience.
Setting the Stage for Super Bowl Sunday
This spot isn’t TurboTax’s official Super Bowl commercial, but it does set the tone for what’s coming. The brand has confirmed a 45-second Super Bowl ad airing in the second quarter, marking its 12th consecutive year as a game-day advertiser. That spot, developed by R/GA, will feature actress and producer Issa Rae, who was recently teased in a short clip fumbling with a paper-stuffed “Taxes” box before asking, “It’s 2025—this is taxes?”
TurboTax’s Winning Strategy
By releasing this pre-Super Bowl ad, TurboTax is getting a head start on tax season buzz while reinforcing its message of convenience and simplicity. And with Issa Rae leading the charge for its Super Bowl commercial, the brand is gearing up for another standout moment on the biggest advertising stage of the year.
For now, “Now This Is Taxes” reminds us that tax season doesn’t have to be stressful—at least, not if you let TurboTax handle it.
