TaxACT To Tell Its Universal Story of Free to Super Bowl Audience

TaxACT, a giant in the digital tax preparation industry most recognized for its free federal tax solution, is making its Super Bowl debut with a commercial about the human truth of free.

TaxACT introduced the first free federal tax preparation and filing solution for all taxpayers during the 2005 tax season. Today, it remains the only free product that includes forms and schedules necessary for many complex returns filed by millions of customers each year.

2nd Story Software’s marketing efforts have historically focused on online advertising with some television. The company made the bold leap to the Super Bowl this year in order to cut through the industry’s loud advertising noise, particularly in the case of free tax products.

“Our message that TaxACT Free Federal Edition is truly free for everyone is relevant for all taxpayers,” said Kris Peterson, Vice President of Marketing at 2nd Story Software. “Given that the Super Bowl reached a total audience of 88.7 million viewers between the ages of 18 and 54 last year, the Super Bowl is the ideal platform to deliver our message.”

The commercial uses a courageous and gutsy story to put viewers in touch with the feeling of being totally free at emotional, physical and psychological levels. Dave Morton, president of J.W. Morton & Associates advertising agency, said, “It’s great that 2nd Story Software is being so bold and confident. The Super Bowl is bold and so is the concept.”

The commercial’s free message immediately resonated with all parties involved in the commercial, making for a one-of-a-kind experience. Director Wayne Craig of Mechaniks production company said, “Everyone involved in the project from start to finish was infected by the story and bought into the vision. I believe after watching the ad, the audience will understand beyond a shadow of a doubt that TaxACT really does help people. The company behind it has a great sense of humor, they’re down to earth, and they have an unbelievable free product.”

Although the plot will remain under wraps until the commercial airs on February 5, 2nd Story Software is building up to it through a comprehensive marketing campaign spanning web, email and social media channels. The build began with the start of Feel the Free Fridays Sweepstakes on January 5, the same day final versions of TaxACT were released. The sweepstakes introduces participants to TaxACT’s “totally free feels good” message and engages them in a conversation about free with thousands of others.

A new TaxACT web site,, was launched today. The interactive web site builds excitement for the Super Bowl commercial and football game while reinforcing its free message. The site features sneak peeks of the commercial, offers the opportunity to enter and engage with other participants in the Feel the Free Fridays Sweepstakes, and tests visitors’ football knowledge.

The commercial can be viewed in its entirety on the site immediately after airing on game day.