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Intuit breaks First Time Confessionals campaign

Software company Intuit has begun a Canadian advertising campaign for its TurboTax tax return preparation program. The campaign, called "First Time Confessionals," is aimed primarily at millennial consumers with limited experience of preparing their own returns. The creative consists of a series of online videos encouraging these consumers to use TurboTax to make this preparation easier rather than relying on their parents or accountants.

The initiative is an extention of the company's ongoing "Year of You" ad campaign aimed at this age group. The campaign seeks to depict filing taxes as "a celebration of what happened to you over the last year." The campaign will also include a "Tax Bar" event on April 2, at which tax experts will provide millennials with information about the tax process while distributing free beer.

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