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Do you remember your first time and the anxiety you felt? Our palms still get sweaty just thinking about it. We’re talking filing taxes by ourselves for the first time, of course. But TurboTax Canada maker Intuit and Edelman want tax-filing virgins to know it isn’t nearly as painful as they might think it will be. So it launched a series of online vids of seeming regular people recalling their first time in very suggestive language. “First time confessionals” continues the repositioning for the brand – following on its “Year of You” campaign – to turn tax filing into a celebration of accomplishments and comes ahead of its Tax Bar event on April 2, where experts will guide nervous first-timers through the process over a beer. Hopefully just one, so they’ll remember it the morning after.

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Credits:

Brand: Intuit Canada
Agency:  Edelman
Chief Creative Officer: Craig Ritchie
Writer:  Scott Tavener
Producer: Matthew Kanas, Kyle Geerkens
Account team:  Devon Burke, Michael Thomson, Leigh LePage
Production House:  Switchframe Media
Director:  Kyle Geerkens
DOP: James Poremba
Art Director/Stylist: Ashley Bull
Post: Edelman
Editor: Evan Davis
Music: Premiumbeat.com