Hasta La Creative!

W+K Portland brought its “It’s Amazing What You’re Capable Of” for TurboTax to the Super Bowl last night with “Boston Tea Party.”

“It’s Amazing What You’re Capable Of,” W+K’s first campaign for the brand, debuted at the start of 2014 with “The Year of You,” following the agency winning AOR duties the previous summer. “Boston Tea Party” introduces TurboTax’s new offering of free filing for individuals who file a simple tax return (1040A/1040EZ). The spot imagines that historical event going down a little differently when the British offer to allow Americans to file taxes for free, injecting a bit of big game appropriate humor into the campaign. “Okay, so maybe that’s not exactly how it went down,” the spot concedes, “but you can file on TurboTax for absolutely nothing.”

It may not be the most noteworthy ad of the Super Bowl, but “Boston Tea Party” fits the brand well, managing to simultaneously feel like an extension of the “It’s Amazing What You’re Capable Of” campaign while also introducing a new selling point for the brand.

Credits:

W+K PORTLAND

Creative Directors Dan Kroeger / Max Stinson

Copywriter Darcie Burrell / Brooke Barker

Art Director Chris Taylor

Producer/ Assistant Producer Endy Hedman / Julie Gursha

Account Team Courtney Nelson / Vanessa Miller / Anna Boteva

Executive Creative Directors Joe Staples / Mark Fitzloff

Head of Production Ben Grylewicz

Strategic Planning Amber Higgins / Nathan Goldberg

Project Management Liza Robbins

PRODUCTION

Production Company Biscuit

Director Noam Murro

Managing Director Shawn Lacy

Executive Producer Colleen O’Donnell

Line Producer Jay Veal

Director of Photography Simon Duggan

EDITORIAL

Editorial Company Exile

Editor Kirk Baxter

Assistant Editor Nate Gross / Grant Hall

Post Producer Toby Louie

Post Executive Producer CL Weaver

VFX

VFX Company The Mill

VFX Executive Producer Sue Troyan

Executive Color Producer Thatcher Peterson

VFX Producer Dan Robers

Color Producer Antonio Hardy

Production Coordinator Benjamin Sposato

Creative Director / Shoot

Supervisor

2D Lead Chris Knight

2D Artists Sarah Eim / John Price / Robert Murdock / Martin Karlsson

3D Lead Tom Graham

3D Artists Phill Mayer / Katie Yancey / Alberto Lara / Jason Monroe / Majid Esmaeili / Mario Afu

Matte Painters Sun Chung / Thom Price / Andy Wheater

Robert Sethi / Chris Knight

Hassan / Nick Lines / Fabian Elmers / Steve Olsen / Dustin Colson / Carl Harders / Simon

Brown / Ed Boldero / Jason Jansky

Colorist Adam Scott

MUSIC

Sound Company Barking Owl

Creative Director Kelly Bayett

Head of Production Whitney Fromholtz

Song #1 Original composed music — “To Win (Hero Theme)”

Song #2 Bob Dylan “The Man in Me”

SOUND DESIGN

Sound Company Barking Owl

Sound Designer Michael Anastasi

Creative Director Kelly Bayett

Producer Whitney Fromholtz

MIX

Mix Company Eleven Sound

Mixer Jeff Payne

Assistant Mixer Ben Freer

Producer Dawn Redmann

Exec Producer Suzanne Hollingshead