TurboTax is returning to the Super Bowl with its 10th consecutive spot as part of its new 2023 brand campaign designed to remind people that they can come to the platform and not do their taxes. 

“After decades of leadership in the online tax preparation category, TurboTax has become synonymous with DIY. With this year’s campaign, we’re changing that narrative by letting customers know they can come to TurboTax and NOT do their taxes,” said Cathleen Ryan, senior VP of marketing for Intuit TurboTax. “We believe that TurboTax has the best assisted tax experience in the market. People can sit down from the comfort and privacy of home and in one meeting, have their taxes prepared, signed, filed and then get back to doing what they love: Not Taxes.”

The focus will once again be on its TurboTax Live offerings, its AI-driven platform that matches filers with a tax expert. 

TurboTax’s 2022 Super Bowl campaign, “Matchmaker,” included an elaborate set in which walls and entire rooms shift and rotated in and out of view, and a series of TurboTax customers—including “Ted Lasso” star Jason Sudeikis—transform into one another by peeling off prosthetics. They each speak about their specific tax circumstances.

“Wow, you really are my perfect match,” says one of the TurboTax customers near the end of the spot.

The 2023 “Come to TurboTax” campaign, created with agency Wieden+Kennedy, will include seven films, two of which are in Spanish, and culminate with a commercial in Super Bowl LVII, which will air on Feb. 12 on Fox. TurboTax will also once again be the presenting sponsor of both the AFC and NFC Divisional and Championship games. 

TurboTax is the latest brand to announce its Super Bowl ad plans, with Downy, FanDuel, Google and Frito-Lay's PopCorners also advertising in the game. 

Last week, when Ad Age asked TurboTax rival H&R Block if it had any plans to appear in Super Bowl LVII, Jill Cress, its chief marketing and experience officer said the company has “nothing to share at the moment.”