Benjamin Franklin once famously wrote, "In this world nothing can be said to be certain, except death and taxes." Making taxes analogous with death is a little grim. However, to many people, having to do taxes is a painstaking and seemingly impossible task. Because of this, many ad campaigns of tax companies reassure potential customers that they will handle everything when it comes to taxes. By challenging this trend and acknowledging just how capable humans are, TurboTax has created something memorable with the "All People are Tax People" ad.
1. Treating customers as equals. It makes perfect sense that a professional would feel more capable at their craft than a customer or audience member. LeBron James knows he's a better basketball player than Joe Shmoe (who's sitting in the stands and munching on nachos.) However, this does not negate Joe Shmoe's worth as a human being. I'm sure he is capable of a great deal. Maybe he is a phenomenal ventriloquist?
TurboTax seems to understand this with their newest ad. The tax software company says, "Being a person isn’t always easy. But we all figure out how to do all kinds of remarkable things. We believe if people can be good at doing those everyday tasks, they can do their taxes." TurboTax addresses their customers as equals, acknowledging their own ability. This undoubtedly can grant a customer a sense of agency and self-confidence.
2. Being relatable. TurboTax knows that life can be hard, but we always seem to overcome our (sometimes silly) predicaments. Whether it be getting a unicorn tattoo removed from your chest, giving birth, or having to change in the front seat of your car, TurboTax empathizes with our troubles.
Being relatable and transparent is a great way for TurboTax to have customers take an interest in their organization. This is especially the case today, when more and more young people do not trust advertisements.
3. Humorous and memorable imagery. TurboTax's 2020 "All People are Tax People" ad has no shortage of fun and outrageous moments. There is a child who captures a HUGE spider in a glass, a man crawling into his home through a cat door, and an individual creating a chainsaw sculpture. Heck, there is even a poor young woman who has a trunk full of cacti in her car.
Comical and funny moments are a great way for potential customers to not only remember TurboTax ads, but also talk about them with their family and friends.
It is important to remember that we are capable of a lot more than we assume. TurboTax's newest campaign helps others realize their own potential. According to the tax software company, there is no shortage of great things that people can do.
You can check out the full commercial below: