PJ DDB LAUGHING AT QUICKTAX SOFTWARE
By Adnews Staff
A new advertising campaign for Intuit Canada Ltd.'s QuickTax software is using humor to show how easy and inexpensive filing taxes can be. The national campaign was created by Palmer Jarvis DDB Edmonton "We started using humor in the advertising for QuickTax and other Intuit products in last year's campaign," Sonia Piano, account director at PJ DDB said. "Humor is a great way to convey that our customers will feel comfortable and at ease when they use our software products." A series of four television spots is running, supported with billboard and radio advertising. The national campaign includes a 60-second television spot called Stantini. The spot features an escape artist who demonstrates how fast and simple tax filing can be with QuickTax, even though he is chained, tied up and locked in a submerged trunk. A 30-second version of the Stantini spot was also created as well as two others called Pencil/Coffee and Pencil/Pizza. The 60-second Stantini spot is scheduled to air during the Superbowl XXXIV broadcast this Sunday. In the supporting radio campaign, five spots relate the unpleasant task of doing taxes with experiences such as having a root canal, wrestling an alligator or walking on hot coals. The campaign is scheduled to run until the end of April.