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TaxAct Tells America to Just Get Taxes Over With
TaxAct's 'Let's Get Them Over With' is a 2025 integrated advertising campaign created by Fallon that positions the brand's Xpert Assist live expert help offering — connecting users with real tax experts for personalised advice — as the fastest, least painful path through tax season in the United States.
Launched in January 2025, the campaign spans television, streaming, audio, and social channels in a nationwide rollout across the United States. Four media assets carry a unified creative platform built on frank acknowledgement of a shared cultural truth: filing taxes is something most Americans tolerate rather than enjoy. Rather than deflecting from that sentiment, the work leans into it, framing TaxAct's easy-to-use software and live Xpert Assist service as the means by which the annual ordeal can be completed quickly and moved past entirely.
Fallon, which serves as TaxAct's agency of record for both creative and media, led every dimension of the campaign's development and placement. The strategic and creative partnership between the two organisations had already produced a foundational 2023 platform launch — establishing the 'Let's get them over with' positioning — making the 2025 work an evolution of an existing brand voice rather than a fresh reinvention, as documented by LBB Online. The 2025 iteration sharpens the focus onto TaxAct's Xpert Assist product, surfacing the availability of real tax experts as the feature most likely to convert a reluctant filer into a satisfied one. Mike Wolfe, Vice President of Brand Marketing for TaxAct, stated in comments published by Ads of the World on January 22, 2025, that the brand is 'evolving our product and expanding our live expert help offerings to continue to better help tax filers get their taxes done, so they can focus on other things.' That positioning — tax filing as something to complete rather than something to savour — runs through every asset in the campaign.
TaxAct competes in one of the most consolidated segments of the United States financial services market. In fiscal year 2024, approximately 61.7 million federal returns were prepared by consumers using commercial tax software, according to the Government Accountability Office. TurboTax, produced by Intuit, holds the dominant share of that consumer software market, according to Rankite, making differentiation a structural challenge for every challenger brand in the category. H&R Block represents the other primary competitive force, combining retail locations with digital filing tools and its own live expert offering, creating direct product overlap with TaxAct's Xpert Assist.
Against that landscape, Fallon's strategic rationale for the 2025 campaign rests on a posture of radical transparency. Where competitors have historically emphasised confidence, ease, and financial empowerment in their advertising, TaxAct acknowledges out loud what every filer already feels. Justin Miller, Creative Director at Fallon, articulated the logic directly in remarks cited by Ads of the World: 'Most people agree that filing taxes is a hassle. So instead of trying to distract from the annual dread, we owned it.' That creative honesty functions as a trust signal — a brand willing to name the thing consumers actually experience is easier to believe when it then promises to make that experience shorter.
The product anchor for this strategy is Xpert Assist, TaxAct's live expert help offering that connects filers with real tax experts capable of providing personalised advice. In the United States, approximately 85.4 million returns were prepared by paid tax practitioners in fiscal year 2024, according to the Government Accountability Office, demonstrating that a significant portion of the filing population still values human guidance. Xpert Assist positions TaxAct at the intersection of software affordability and professional-grade support — a gap that the 'Let's Get Them Over With' campaign is designed to make legible to a mass audience across television, streaming, audio, and social channels nationwide.
Actor Adam Scott provides the voice-over performance at the centre of the 'Let's Get Them Over With' campaign, according to documentation on Clapboard. That casting choice is not incidental. Scott carries an established cultural register — deadpan, slightly weary, fundamentally relatable — that mirrors the emotional temperature TaxAct is deliberately cultivating. The voice-over does not pitch or cajole; it commiserates, then redirects toward Xpert Assist as the practical resolution to a universally disliked obligation.
Justin Miller, Creative Director at Fallon, described the executional approach in comments published by Ads of the World, identifying 'a hilariously relatable voice-over that perfectly embodies our frank messaging alongside a simple but ownable visual approach' as the twin pillars of the campaign's creative identity. The emphasis on simplicity is deliberate. In a finance and professional services category prone to visual complexity — charts, timers, smiling accountants, product screenshots — a stripped-back aesthetic creates its own form of cut-through. The four media assets are built to function across television, streaming audio, social, and broadcast without requiring elaborate contextual scaffolding, giving the campaign operational flexibility across the full media plan that Fallon developed alongside the creative.
The campaign's tone is described by its makers as striking 'a balance between transparency and familiarity, all without taking itself too seriously,' per the campaign brief documented by Clapboard. That tonal calibration is harder to achieve than it appears. Finance advertising that attempts humour frequently overshoots into condescension or undershoots into blandness. The 'Let's Get Them Over With' work avoids both failure modes by grounding every joke in a real consumer feeling — the desire to simply be finished with tax season — rather than in a constructed brand personality. Fallon introduced this creative platform in December 2023, as reported by LBB Online, and the 2025 iteration demonstrates that the underlying insight has enough elasticity to sustain a second campaign cycle without repetition.
No verified performance data for the 'Let's Get Them Over With' 2025 campaign is publicly available at the time of writing. TaxAct has not published figures for awareness lift, conversion rates, or sales attributed to this campaign, and no third-party measurement results have been documented by Ads of the World, LBB Online, or Clapboard. The Clapboard Score for this campaign is 63 out of 100.
Structural analysis supports a measured assessment of the work's effectiveness potential. The campaign launches into a market where approximately 146 million federal individual income-tax returns were submitted by August 1, 2025, for tax year 2024, according to the US Department of the Treasury, establishing the scale of the addressable audience in the United States. A nationwide media plan spanning television, streaming, audio, and social channels — managed in full by Fallon as agency of record — ensures broad reach during the peak consideration window that opens in January and runs through April's filing deadline.
The product focus on Xpert Assist and real tax experts gives the campaign a concrete value proposition rather than a purely emotional one, which improves its capacity to drive action rather than awareness alone. The continued use of Adam Scott as voice talent, as documented by Clapboard, provides brand-building continuity from prior campaign cycles. The principal structural risk is category saturation: in a United States tax season advertising environment where TurboTax and H&R Block operate with substantially larger media budgets, a four-asset campaign requires every execution to earn disproportionate attention. The frank, humour-forward creative approach is the mechanism by which TaxAct attempts to close that investment gap.
'Let's Get Them Over With' is a 2025 integrated campaign by TaxAct, created by Fallon. It promotes Xpert Assist, TaxAct's live expert help service connecting filers with real tax experts. The campaign launched in January 2025 across television, streaming, audio, and social channels throughout the United States, using frank humour to acknowledge the universal dislike of tax filing.
Fallon created the TaxAct 'Let's Get Them Over With' campaign. Fallon serves as TaxAct's agency of record for both creative and media, a relationship established in late 2023 as reported by LBB Online. The agency led the full 2025 campaign, including strategy, creative development, and media placement across all channels in the United States.
Xpert Assist is TaxAct's live expert help offering, providing access to real tax experts who deliver personalised advice. The 2025 campaign makes it the primary product message because it addresses a core consumer need: human guidance during a stressful annual obligation. Mike Wolfe of TaxAct described expanding this offering as a key brand priority, per Ads of the World.
Actor Adam Scott provides the voice-over for the TaxAct 'Let's Get Them Over With' campaign, according to Clapboard. His deadpan, relatable tone matches the campaign's frank creative strategy. Justin Miller, Creative Director at Fallon, identified the voice-over performance as central to the work's ability to cut through the crowded United States tax-filing advertising category.
TaxAct's campaign openly acknowledges that filing taxes is a chore, a posture distinct from competitors TurboTax and H&R Block, which have historically led with empowerment and confidence messaging. Fallon's strategy, as stated by Creative Director Justin Miller in Ads of the World, was to own the annual dread rather than distract from it, using honesty as a differentiator.
The campaign runs nationwide across television, streaming, audio, and social channels in the United States. Four media assets were produced for the rollout, which began in January 2025. Fallon managed both creative production and media strategy for the full campaign, as documented by Clapboard and Ads of the World, ensuring consistent deployment across all platforms throughout tax season.
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