Inuit's Super Bowl 2014 ad will not be for itself

Intuit, a tax preparation company, will be showing up for its Super Bowl in February 2014. According to Business Insider, there's a twist--Intuit will not be running a :30 ad for itself, but for a client.

"We wanted to do a series of firsts," CEO Brad Smith told Business Insider. "It's the first time a company will buy a customer an ad, and it's the first time a small business will be showcased among all those big national brands."

The small business will be selected through the Intuit Small Business Big Game competition, where those interested must write a 600-word explanation of why they deserve the spot. Voting will then be open to determine the top 20, and Intuit's 8,000 employees will narrow it down to the top four, announcing the winner on December 1st.

RPA will shoot the spot. Small businesses have until September 22 to write send in their explanation of why they deserve the spot. Intuit's name will only appear at the end of the ad.

In addition to the ad, Intuit will provide the final four with free business consultations and advice from business experts.

It will be interesting to see if people remember Intuit or the small business that wins the spot. But, in an age of brands looking for ways to show themselves to be more "human", this might work.

What do you think?

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Anonymous Adgrunt's picture
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Dabitch's picture

This is not a bad idea and I'm surprised that American Express didn't do it already, though I must say it's very "crash the superbowl" in area, as Doritos practically owns the let someone else do our ad thing already.