Alright, TurboTax… you made a great Super Bowl commercial. We’ll overlook the fact that your claim of “free” tax filing only applies to Federal filing involving essentially no filing contingencies like withholdings, write-offs, and the like. Why? Because your Super Bowl 50 commercial? It made us smile, and you can’t put a price on that.

The joke of painfully conspicuous branding has been done many times before (remember the Stephen Colbert pistachio Super Bowl ad?), but in this spot, Sir Anthony Hopkins delivers a superlative deadpan which breathes new life into the gimmick. Also, he has a dog named TurboTax, and hey, dog in Super Bowl ad, extra points scored, you know the drill.