The Super Bowl File

Getting America to talk about taxes on a night when all they talk about is football.

Most Americans don’t even think about their taxes until April. The thing is, everyone has their tax forms by February 1st. So two months before tax day, we teamed up with Quinta Brunson and Taika Waititi to turn a super-sized cultural moment into a super-sized tax movement.

During Super Bowl LVIII, we challenged over 123.7 million football fans to kick off their taxes for a chance to win $1,000,000.

In addition to earning a cool 1.5B impressions and making TurboTax one of the five most searched brands of the night, we landed 7X more traffic on TurboTax.com during the Super Bowl than there was on TurboTax’s busiest day of the last year: April 15th AKA tax day.

One Show Shortlist, AICP Shortlist.

Produced at R/GA
Directed by Taika Waititi