TurboTax®, the online tax preparation service from Intuit Inc. (Nasdaq: INTU), has launched its “All People Are Tax People” brand campaign for Wieden+Kennedy, Portland, Ore., which includes this anthem :60 directed by Sam Brown of production house Imperial Woodpecker.
The spot showcases relatable scenarios and the amazing feats people accomplish every day. Having a baby. Acing a science fair project. Cooking marvelous meals. All the things, big and small, that people accomplish each and every day–yet somehow these same folks seem intimidated over the prospects of doing their own tax returns. TurboTax provides the tools, guidance and experts to help them embrace a DIY approach to their taxes.
Credits
Client Intuit Turbo Tax Agency Wieden+Kennedy, Portland, Ore. Jason Bagley, Eric Baldwin, executive creative directors; Patty Orlando, Kevin Jones, creative directors; Pierre Joufray, art director; Becca Wadlinger, copywriter; Matt Hunnicutt, director of production; Ben Grylewicz, director of film/director of art; Chris Capretto, producer; Angela Jones, Chirstian Clay, strategic planning. Production Imperial Woodpecker, Sam Brown, director; Doug Halbert, managing partner/exec producer; Charlie Cocuzza, sr. exec producer; Stephanie Hodge, exec producer; Adam Arkapaw, DP. Editorial Cabin Editing Company Sam Ostrove, editor; Jasmine McCullough, Ian DeVore, Mimi Bergen, assistant editors. VFX The Mill Ben Smith, VFX supervisor; Dave Lawson, creative director; Chris "Badger" Knight, Flame assistant; Annie Rosick, executive cretaive director; Anastasia Von Rahl, VFX exec producer. Sound Design/Audio Post Eleven Jeff Payne, sound designer/mixer; Andrew Smith, assistant sound mixer; Melissa Elston, exec producer.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
