Adrien Brody’s multimillion‑dollar TurboTax Super Bowl ad: Intuit’s CMO explains why the software giant spends more on marketing than R&D

Fortune

by Geoff Colvin

February 15, 2026

AI-Generated Deep Dive Summary

Intuit, the financial software giant known for TurboTax and QuickBooks, spent heavily on its Super Bowl ad featuring Academy Award-winning actor Adrien Brody. The 45-second commercial, which cost millions for airtime alone, highlights Intuit's commitment to marketing, with "selling and marketing" expenses exceeding research and development (R&D) in its financial statements. This strategy has proven effective: Intuit consistently grows revenue by double digits annually despite being founded over four decades ago. Intuit's investment in the NFL as an official sponsor underscores its focus on live sports engagement, a platform that offers unparalleled brand visibility and cultural relevance. By securing this partnership, Intuit not only boosts its real-time audience interaction but also gains exclusivity, preventing competitors from advertising during NFL events. This move aligns with the company’s broader goal of embedding itself into the fabric of American culture while promoting prosperity and success. In recent years, Intuit has embraced AI to enhance its marketing efforts. The company uses AI-driven tools to optimize campaigns quickly, reducing what used to be a weeks-long process to just two hours. This efficiency has led to higher conversion rates. Additionally, AI powers features like TurboTax’s faster refund processing and QuickBooks’ accelerated payment solutions, delivering tangible benefits to customers. Intuit's success demonstrates how strategic marketing investments can drive long-term business growth. By blending human storytelling with technological innovation, Intuit stands out in the

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Originally published on Fortune on 2/15/2026