"What's the best way to market technology? With technology, I do believe that in some ways humanity, creativity, insights, empathy become more precious. The companies and brands that can show up with that are the ones that can stand out. I'm not sure that story was told in a lot of the AI ads that were running on the Super Bowl, but our story-ironically as a tech company investing in AI-was all about the [human] experts [who can help customers] and make taxes drama-free."
"The company-also known for QuickBooks and other financial technology products and No. 258 on the Fortune 500-clearly spared no expense on its annual Super Bowl commercial. Intuit won't say how much that 45-second ad cost, but the going rate just for the airtime was $8 million to $10 million for 30 seconds, and Brody, a two-time Oscar winner, presumably doesn't work for the actors' union scale."
Intuit aired a Super Bowl commercial starring Adrien Brody that framed TurboTax as removing drama from tax filing through human experts. The company spent heavily on the spot, with 45 seconds of airtime amid market rates of $8 million to $10 million for 30 seconds. Marketing and selling represent Intuit's largest expense, exceeding research and development. The firm, founded in 1983 and ranked No. 258 on the Fortune 500, maintains near-annual double-digit revenue growth. The Super Bowl ad received an "A" from the Kellogg School review, and Intuit emphasizes human-centered storytelling even while investing in AI.
Read at Fortune
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