TurboTax Super Bowl LX 2026 Ad – “The Expert” feat. Adrien Brody

https://turbotax.intuit.com/commercials/super-bowl/
Sorry, Adrien Brody. Now taxes are drama free when a TurboTax Expert handles them for you.

Oscar-winning actor Adrien Brody steps into an unexpectedly down-to-earth role in TurboTax’s Super Bowl LX commercial, “The Expert.” Playing himself, Brody is cast in what the brand jokingly calls his most emotionally demanding performance yet: a TurboTax expert who absorbs all the stress, drama and confusion that usually come with filing taxes. The 45-second spot, created with indie agency R/GA, is part of TurboTax’s ongoing “Now This Is Taxes” platform, which launched ahead of last year’s Big Game and continues to position the brand as the antidote to tax-season anxiety.

In the in-game Super Bowl ad, TurboTax leans into cinematic flair while delivering a simple promise: the experts—and the software behind them—take on the emotional burden so taxpayers don’t have to. “The ability for a consumer to know that they can trust the platform—that [TurboTax] will do everything in its power to make the experience somewhat painless and stressless—is something that we have focused on and will continue to focus on,” said Trevor Kelley, vice president of marketing at Intuit, TurboTax’s parent company. He describes the Brody-led Super Bowl commercial as an “enhanced version” of that message: TurboTax takes the pain, stress and drama out of taxes, but does it in a highly entertaining way that stands out amid the year’s most competitive Super Bowl ads.

Part of the spot was filmed in a real TurboTax store, underscoring a key business objective behind this year’s Super Bowl advertising push. In addition to boosting brand awareness and favorability, TurboTax hopes the campaign will drive more people to its growing network of brick-and-mortar locations, including new retail outposts and a flagship store in lower Manhattan. The Brody spot marks TurboTax’s 13th consecutive appearance in the Big Game, cementing the brand as a Super Bowl mainstay at a time when many marketers rely on the event to launch star-powered Super Bowl commercials.

The full 45-second in-game commercial follows a shorter teaser that dropped Jan. 26, building anticipation ahead of Super Bowl Sunday. TurboTax will also air 15- and 30-second cuts during pregame coverage to extend its reach with viewers who tune in early. For fans who want more than a quick hit of humor, the brand has produced a two-minute extended cut of “The Expert” that dives deeper into Brody’s over-the-top, method-actor approach to becoming a tax pro.

That extended version will run across TurboTax’s digital channels, in theaters nationwide and in select new retail locations, giving the creative extra life beyond its Big Game debut. It’s a classic example of modern Super Bowl advertising: use the massive live audience of Super Bowl LX to spark interest, then keep the story going across screens, platforms and physical touchpoints long after the final whistle.