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Intuit Debuts Newest Ad on 61st Annual GRAMMY Awards®
By: Business Wire
Feb. 11, 2019 09:06 AM
Intuit Inc. (Nasdaq: INTU), maker of TurboTax, QuickBooks, and Mint, airs newest 60-second spot, ‘A Prosperity Story,’ on Sunday’s 2019 GRAMMY Awards broadcast. This is the next animated story for Intuit’s 2019 brand campaign that showcases individuals’ paths to prosperity.
‘A Prosperity Story,’ introduces Luisa, an entrepreneur who grows up watching her self-employed father work to provide for his family as she pursues her passion for art and fashion. The story recognizes the struggles she faces when it comes to managing her finances and celebrates her path to prosperity (with a little help from her Intuit Giant).
The spot featured newly debuted music from Raiche, an up-and-coming singer-songwriter who identifies with the spot’s protagonist, Luisa, from her own self-determination to achieve her goals as a music artist. The song was released on Spotify and can be found here.
This spot builds on Intuit’s first brand campaign in 2018 featuring an animated short film, ‘A Giant Story’ inspired by how the company was founded. Intuit’s 2019 brand campaign also features ‘Power of Giants,’ a 30 second spot. Together, the spots highlight a small business owner, a self-employed parent, a budding designer and others’ paths to prosperity, showcasing Intuit’s role in providing the financial tools and resources to help them achieve the life they want.
The campaign debuted in January as part of the company’s multi-year deal with the National Football League (NFL) as the first-ever presenting sponsor of both the AFC and NFC Championship Games. The spots appeared in both championship games, which are among the most-viewed moments in live television.
“We are inspired by our customers every day, but we know their path to achieving prosperity is not easy for many. Americans live paycheck to paycheck, where even the smallest emergency can send a family into financial crisis,” said Lauren Stafford Webb, vice president, brand marketing. “Intuit is committed to turning these financial realities around by providing tools that empower everyone to prosper.”
The brand campaign was created and produced by Intuit’s agency of record, Phenomenon, an independent business transformation agency in Los Angeles. The film was directed by againstallodds of Oscar-winning production company Passion Animation Studios.
“We are extremely proud of Intuit’s mission to power prosperity around the world. This work echoes the company’s core belief that prosperity takes a powerful partnership," said Jason De Turris, Chief Strategy Officer, Phenomenon.
Intuit’s mission is to Power Prosperity Around the World. Our global products and platforms, including TurboTax, QuickBooks, Mint and Turbo, are designed to empower consumers, self-employed and small businesses to improve their financial lives, finding them more money with the least amount of work, while giving them complete confidence in their actions and decisions. Our innovative ecosystem of financial management solutions serves approximately 50 million customers worldwide, unleashing the power of many for the prosperity of one. Please visit us for the latest news and in-depth information about Intuit and its brands and find us on social.
Phenomenon is a business transformation agency offering strategic deep expertise across a range of disciplines: business & strategic consulting, design, innovation, products & services and communications. Founded in 2006, independently owned Phenomenon partners with clients to define unexpected pathways to success. Current clients include Intuit, Crate&Barrel, CB2, DC Entertainment, Warner Bros., KB Home, Pepsi, Procter & Gamble, American Express, Aetna, American Cancer Society, Providence St Joseph Health, TD Ameritrade and Neustar. Find out more at www.phenomenon.com.
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