B2B Video Library

Intuit Turbotax | The Dark Ad

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In this ad, TurboTax uses a playful approach to address the common fears associated with tax filing. The commercial features a shadowy figure emerging from under the stairs in the middle of the night, symbolizing the apprehension many feel towards taxes. The message emphasizes that with TurboTax, there’s nothing to fear, highlighting the ease and simplicity of their tax filing process.

The Formula (That Works at Any Budget):

Personification of Fear = Relatable Storytelling
By transforming the abstract concept of tax-related anxiety into a tangible, shadowy figure, the ad makes the fear more relatable and less intimidating.
→ Lesson: Personifying abstract concepts can make them more relatable and easier to address.

Playful Tone = Engaging Messaging
The ad employs a lighthearted and humorous tone to tackle a typically stressful topic, making the message more engaging and memorable.
→ Lesson: A playful approach can make serious topics more approachable and less daunting.

Clear Call to Action = Direct Engagement
The ad concludes with a straightforward message encouraging viewers to use TurboTax, reinforcing the simplicity and ease of their tax filing process.
→ Lesson: A clear call to action guides the audience towards the desired outcome.

Humor Breakdown:

The humor in this ad is subtle yet effective. The unexpected appearance of the shadowy figure adds an element of surprise, while the overall playful tone keeps the message lighthearted.
→ Lesson: Subtle humor can enhance the storytelling without detracting from the main message.

Final Verdict:

The TurboTax “The Dark” ad effectively uses personification and humor to address the common fears associated with tax filing. By transforming these fears into a relatable and tangible figure, the ad reassures viewers that with TurboTax, there’s nothing to fear.

BRAVE-o-meter Score:
B-6 | R-7 | A-6 | V-6 | E-7
BRAVE – 6.4/10

Watch the full ad & learn more:
Website: TurboTax
LinkedIn: Intuit TurboTax

(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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