TurboTax Super Bowl Commercial - Feat. Issa Rae

TurboTax has enlisted Issa Rae for its Super Bowl commercial this year.

Created by R/GA and titled “Now Taxes is So Sweet,” the ad kicks off with Issa speeding down the expressway, backward, in her SUV. “Why do we do things the hard way?” she wonders aloud, surrounded by a whirlwind of receipts.

Arriving at the parking lot of a Tax Services building, she steps out of her car and heads toward the office, questioning, “It’s 2025! This is taxes?” Behind her, a crowd of people carrying cardboard boxes labeled “Taxes” follows. She has the option to take the elevator with them but instead chooses the stairs. When she finally reaches the office, she’s met with an empty room and a sign announcing that the office has moved.

As the commercial nears its end, it turns out that Issa was actually dreaming. A TurboTax expert named Doug reassures her that he has all her forms and will handle everything from here.

“Now Taxes means getting a TurboTax expert who does it all for you. So you can have your cake and… well, you get it,” she says, cutting a slice from a cake shaped like a cardboard box labeled “Taxes.”

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