We did a little round-the-table Q/A recently, with the TaxACT creative team to discuss a little of the backstory to making the spot. Here are some highlights.
How do you want viewers to feel/think after viewing the commercial, especially about TaxACT?
If people like the commercial, I believe that transfers to the advertiser. The hallmark of a good commercial is that you want to watch it again. If you like the commercial, you’ll like TaxACT. That’s a company I want to do my taxes with.
– David Morton, Creative Director
I want viewers to associate feeling “free“ with TaxACT and to view TaxACT as cool enough to simply entertain them and trust them to understand and respond.
– Kim Ketelsen, Writer/Producer
I want viewers to think, “Wow. TaxACT… they seem pretty cool.“
– Connie Collins, Senior Art Director