B2B Video Library

TurboTax | Matchmaker × Jason Sudeikis

TurboTax’s “Matchmaker” ad starring Jason Sudeikis delivers a charming and quick-witted metaphor: finding the right tax expert is like finding the perfect match. With all the energy of a dating app and the polish of a premium rom-com trailer, the spot elevates a mundane tax task into a feel-good, human-centered experience.

The Formula (That Works at Any Budget):

Celebrity + Everyday Pain Point = Instant Trust
Jason Sudeikis brings humor and warmth, making the idea of matching with a tax expert feel approachable, even fun. His persona bridges the gap between intimidating financial topics and casual viewers.
→ Lesson: A relatable celeb can add instant credibility—and comedy—to complex services.

Relatable Analogy = Concept Clarity
The dating metaphor isn’t just entertaining—it works. Everyone understands the pain of bad matches and the joy of finding “the one.” Framing TurboTax as the matchmaker for your finances makes the value proposition clear.
→ Lesson: Analogies help audiences “get it” fast, especially with abstract services.

Stylized Visual World = Emotional Engagement
From a neon-lit matchmaker’s office to heart-shaped lighting cues, the ad leans into its dating-app theme with intentional visual flair. It looks and feels like a short film—playful, curated, and deliberate.
→ Lesson: Commit to a visual theme to make your ad memorable and emotionally resonant.

Concise CTA = Conversion-Friendly
“TurboTax. Expert help. Customized for you.” This closing line sums it all up—no jargon, just benefit.
→ Lesson: End with a clear, value-driven line that sticks.

Humor Breakdown:

The humor is character-driven and situational. Sudeikis delivers every line with sly charm, but it’s the concept doing the heavy lifting—pairing tax professionals with customers like soulmates is so over-the-top, it’s irresistible. A few visual gags (like the overly romantic tax scenarios) seal the deal.

Final Verdict:

TurboTax takes a dull, stressful topic—taxes—and spins it into a rom-com moment that makes you smile and remember the brand. Smart casting, clear messaging, and a charming metaphor make this spot a standout in the world of finance advertising.

BRAVE-o-meter Score:
B-7 | R-8 | A-8 | V-8 | E-8
BRAVE – 7.8/10

Watch the full ad & learn more:
Website: TurboTax.intuit.com
LinkedIn: TurboTax on LinkedIn

(See what BRAVE means in our collection)

Understanding the B.R.A.V.E. Scoring System

The B.R.A.V.E. scoring system uses AI to deliver an unbiased evaluation of top-of-the-funnel B2B brand ads. It measures potential impact, memorability, and effectiveness by assessing five key components of a video ad or commercial. This system gauges an ad's capacity to drive brand recall and enhance salience, ensuring that creative work not only captures attention but also leaves a lasting impression.

What B.R.A.V.E. Stands For:

Each letter represents a key factor in determining an ad’s success:

  • B — Boldness: Is the ad original, creative, or daring? Does it break away from generic B2B marketing, or is it just another forgettable corporate video?
  • R — Relevance: Does it connect with a real buyer pain point? Is it addressing a specific frustration or need, or just listing product features?
  • A — Attention: Does it grab and hold attention in the first few seconds? Is it visually or tonally engaging, or easy to skip?
  • V — Vibe: Does it create an emotional response—laughter, recognition, or surprise? Or does it feel like just another corporate info dump?
  • E — Effectiveness: Will buyers remember the brand when they need a solution? Does the ad make an impact that lasts beyond the moment?

How It’s Applied to B2B Video Rating

Each video is scored 1 to 10 in all five categories, based on how well it meets the criteria. The total score (out of 50) is then divided by 5 to give a final B.R.A.V.E. score out of 10.

For example:

  • An ad scoring B-8 | R-9 | A-7 | V-6 | E-8 has a total of 38/50.
  • The final B.R.A.V.E. score is 7.6/10.

Why It Matters

B2B ads often struggle with being bland, forgettable, or ineffective. The B.R.A.V.E. system ensures they are judged by their ability to break through, connect with buyers, and drive action.

Simply put: If your ad isn’t B.R.A.V.E., it’s invisible.

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