December 18, 2025 — Leads & Copy — Intuit Inc. (Nasdaq: INTU) has launched the second year of its “Now This is Taxes” brand campaign for tax year 2025, demonstrating the future of taxes through its consumer platform, which integrates Credit Karma and TurboTax with Agentic AI and human intelligence (AI+HI).
The campaign targets tech-savvy individuals aged 18–44 who are frustrated with the traditional tax process. According to Intuit, its consumer platform delivers done-for-you tax filing experiences, trusted guidance, and works in the customer’s best interest to maximize money outcomes year-round.
Nick Soukas, Senior Vice President of Marketing at Intuit Consumer Group, said the company is making high-quality tax guidance more accessible, whether customers want virtual or in-person expert help. Soukas said TurboTax is ensuring that excellence is the standard, actively working in customers’ best interest to find them more money, easier, and faster.
The campaign strategy focuses on Gen Z, who may be less familiar with taxes and finances but desire agency over their money and crave expert guidance. The company is offering the following:
DIY Free Mobile App Offer: Customers who file by February 28, 2026, can do their own taxes for free through the TurboTax mobile app if they didn’t use TurboTax last year.
Expert (Full Service) Offer: New or returning tax filers, including existing TurboTax DIY customers who now prefer to hand off their taxes completely to an expert, benefit from a flat fee of $150 for both Federal and State taxes if they file by February 28, 2026.
On-Demand Expert Help and Review: All customers can access on-demand virtual support informed by tax experts, or one-on-one help from a tax expert (included with the TurboTax Expert products), and Expert Final Review (included with TurboTax Expert Assist and an add-on cost to TurboTax DIY products).
The integrated campaign features partnerships with the NCAA®, Netflix, Chartis (UEFN) Fortnite Creative, Amazon Prime Video, and more.
The campaign uses music to create a cultural and emotional connection, with Gen Z-appealing artists re-recording iconic songs. Intuit spots use these re-recorded tracks as a unifying campaign soundtrack, demonstrating TurboTax’s ability to alleviate customer pain points and deliver done-for-you experiences, trusted guidance, and maximized money outcomes.
The spots include:
Now Taxes is Trusted Guidance: This spot addresses the customer problem of feeling stuck by showcasing Intuit’s trusted guidance. The associated song is Ravyn Lenae re-recording “Bicycle Race” (Queen).
Now Taxes is Maximized Money Outcomes: Highlighting the benefit of TurboTax and Credit Karma’s seamless experiences, the associated song is The Beaches re-recording “I Ran So Far Away” (Flock of Seagulls).
Now Taxes is Easy, Done-For-You with Free Tax Filing: This spot demonstrates that a band of roommates gain confidence that they are getting the best tax outcome, and are delighted that they can file for free through the TurboTax Free Edition. The associated music is a TurboTax Original Song produced by Storefront.
Now Taxes is Done For You Business Taxes: A small business owner finally gets answers to his tax questions when he files with a TurboTax small business tax expert in TurboTax Experts for Business.
According to Ravyn Lenae, covering an iconic song is about bringing that classic energy forward into the modern era.
The “Now This Is Taxes” campaign is built on an integrated distribution strategy that connects with consumers both nationally and locally. The strategy employs field marketing, influencers, and word-of-mouth to create trust and human connection in communities nationwide. This approach is supported by the strategic opening of TurboTax Stores, which act as a physical touchpoint to meet Gen Z in person and in their neighborhoods.
The campaign also extends beyond initial awareness to deepen Gen Z engagement on platforms like TikTok and YouTube. The creative highlights key features—such as Year-Round Control, Auto-Import, and Refund Advance—alongside core service offerings, including On-Demand Expert Help, the DIY Free Mobile App, and the Full Service flat-fee offer.
The brand campaign was created in partnership with R/GA and Wieden+Kennedy. The production was led by directors Los Perez.
Contact:
Nick Soukas, Senior Vice President of Marketing, Intuit Consumer Group
Source: Intuit Inc.
