TurboTax’s Super Bowl LI Ad: Humpty Dumpty’s Unforgettable Message on Mobile Tax Filing
As Super Bowl LI between the Patriots and the Falcons loomed on February 5th, the annual frenzy surrounding the commercials was already reaching a fever pitch. Brands invest millions into securing a coveted Super Bowl slot, and in 2017, TurboTax aimed to capture early attention with an advertisement that was anything but conventional. Shifting away from celebrity endorsements, the tax software giant opted for a surprisingly vivid and somewhat unsettling depiction of the classic nursery rhyme character, Humpty Dumpty. This bold strategy was designed to make tax filing memorable, if not entirely fun, by highlighting the convenience of their mobile platform through a bizarrely compelling narrative.
The Super Bowl stage is unique in advertising; it’s one of the few occasions where a significant portion of the audience actively tunes in to watch the commercials. This high-stakes environment demands creativity, memorability, and often, a hefty dose of unexpectedness. TurboTax, a perennial player in the Super Bowl ad game, faced the challenge of making the inherently mundane task of filing taxes stand out amidst a sea of high-production, often humorous, and emotionally charged advertisements. After previous campaigns featuring an eclectic mix of personalities like DJ Khaled and Kathy Bates in attempts to inject excitement into tax season, TurboTax decided to double down on an unconventional approach, opting for a fantastical character that guaranteed a reaction.
The Genius (and Oddity) of Super Bowl Advertising
Super Bowl commercials are more than just advertisements; they are cultural events, often sparking nationwide conversations and setting trends for the advertising industry. Companies spend an astronomical amount, not just on the airtime, but on the production quality and creative genius required to stand out. The goal is not merely to sell a product but to create brand recall, buzz, and a lasting impression that justifies the multi-million dollar investment. For financial software like TurboTax, where the product can seem complex or intimidating, the challenge is even greater. They need to simplify the message, make it approachable, and convince consumers that their solution offers unparalleled ease and convenience.
In this high-stakes arena, brands often walk a fine line between innovation and alienation. Some opt for heartwarming narratives, others for star-studded comedic sketches, and a select few venture into the realm of the truly bizarre. TurboTax’s 2017 offering firmly placed itself in the latter category, aiming for maximum memorability through a visual spectacle that leveraged an iconic, yet reinterpreted, character. This pivot from relying on celebrity appeal to a more narrative-driven, visually striking concept speaks volumes about the evolving strategies in Super Bowl advertising, where authenticity and breaking the mold can sometimes resonate more powerfully than a famous face.
TurboTax’s Bold Move: A Humpty Dumpty Story for the Digital Age
TurboTax’s choice of Humpty Dumpty was a masterstroke in generating discussion. Far from the gentle, fragmented egg of children’s rhymes, this commercial presented Humpty in unsettlingly vivid, almost CGI-creepy, detail. The ad opens with the familiar scene: Humpty perched precariously on a wall, engrossed in his phone. The King’s men, shown in a rather exasperated light, are clearly accustomed to his habitual tumbles. This modern twist immediately sets a comedic tone, transforming a classic nursery rhyme into a relatable, albeit absurd, contemporary scenario.
The narrative unfolds as Humpty, with a slightly indignant air, defends his choice to file his taxes from atop the wall. His defiant assertion, “Because I can!” while working on his phone, directly communicates TurboTax’s core message: the freedom and flexibility of mobile tax filing. The sheer audacity of the character’s choice to conduct such an important task in such an impractical location emphasizes the software’s ease of use and accessibility. It posits that if Humpty Dumpty can file his taxes on a precarious wall using his phone, anyone can do it, anywhere.
Unpacking the Visuals and the Message
The commercial quickly escalates from quirky to genuinely bizarre. When Humpty inevitably falls, the subsequent scene is designed to be jarringly unforgettable. The visual depiction of his “insides” oozing out and the efforts of the first responders to “put Humpty together again” are deliberately graphic. The shot of yolk seeping from his mouth was particularly impactful, drawing both revulsion and fascination from viewers. This element of deliberate discomfort served a strategic purpose: to etch the commercial into the minds of the audience. While some might have been “grossed out,” few could deny that the ad was instantly memorable.
This calculated risk paid off by ensuring high recall for TurboTax during one of the most competitive advertising windows. The unsettling imagery, rather than detracting from the message, amplified it. It created a stark contrast between the chaotic scene of Humpty’s recovery and the implied simplicity and seamlessness of the task he was undertaking on his phone. The underlying irony – that even in the midst of a literal personal catastrophe, his tax filing process remained smooth and unhindered – subtly reinforced the reliability and user-friendliness of the TurboTax mobile app.
The core message of the commercial is unequivocally about convenience and mobility. TurboTax aimed to position itself as the go-to solution for modern taxpayers who demand flexibility and ease. In an increasingly mobile world, the ability to complete complex tasks like tax filing from a smartphone is a significant selling point. The ad cleverly uses Humpty’s absurd situation to highlight that their platform is so intuitive and accessible that it can be used even under the most unusual circumstances. It’s a powerful endorsement of their mobile technology, making a strong case for “taxes on the go” in a way that traditional, dry explanations simply couldn’t.
The Impact and Lasting Impression
TurboTax’s Humpty Dumpty ad for Super Bowl LI was undeniably a conversation starter. It successfully broke through the clutter of typical Super Bowl commercials by embracing the weird and the wonderful. While it might have left some viewers feeling slightly uneasy, its impact on brand recognition and recall was likely profound. The commercial effectively conveyed that TurboTax simplifies tax preparation to such an extent that it can be done anywhere, anytime, with just a phone. This emphasis on mobile accessibility taps into the modern consumer’s desire for efficiency and convenience in all aspects of life.
Ultimately, the commercial served as a bold statement in the competitive tax software market. By eschewing conventional marketing tactics and embracing a truly unique narrative, TurboTax not only secured significant airtime buzz but also reinforced its position as an innovator in making tax filing less daunting. It demonstrated that even an ancient nursery rhyme character, when re-imagined through a modern, slightly macabre lens, can effectively deliver a powerful and memorable brand message on the biggest advertising stage of the year. So, as you crack open your W-2s, perhaps the image of a mobile-savvy Humpty Dumpty will remind you just how easy TurboTax promises to make the process, no matter where you choose to do it.