Even geniuses can't make TurboTax easier in Super Bowl spots

Wieden + Kennedy ads bring client back to big game for 3rd consecutive year

It’s tax season again, and the tax-preparation companies are out in force. This year, TurboTax wants you to know how easy it is to use its product on your mobile device. So the Intuit company has gathered some very smart people, including theoretical physicist Dr. S. James Gates Jr., Nobel laureate Dr. George Smoot and astronaut Franklin R. Chang Díaz, to help befuddled customers. But as it turns out, the geniuses aren’t really needed.

The campaign consists of seven 30-second spots from Wieden + Kennedy Portland, plus radio, digital and social elements. The ads will run throughout January, and one will appear during the Super Bowl, marking the third consecutive appeariance for the brand.