Rocket companies Is not someone to avoid the spotlight. In recent years, Leadership Introductions of Varun Krishna, Katie Sweeney and Dan Sogorka have announced the team and a favorable Rebrand at the start of the year, Rocket in the spotlight of the financial services.
It is logical that Rocket returns to this year’s Super Bowl with an advertisement described by the team behind it as interactive and emotionally. In recent years, the financial service company established in Detroit has been on the bank when it comes to advertisements during the big game.
“I cannot share the exact costs, but as you can imagine, a super bowl commercial – especially one that has never been done before – is an important investment. But it is worthwhile if you confirm Rocket’s place when the ultimate brand for homeowners, “said Jonathan Mildenhall, the CMO of Rocket, in an interview with Housing. “We have worked with the award -winning company MiramarRocket’s Creative Agency of Record, in addition to an incredibly cross-functional team at Rocket, to bring this vision to life. “
The advertisement, which was broadcast nationally during the second quarter of the game, was set to a re -devised version of John Denver’s “Take Me Home, Country Roads”. The advertisement, centered around the ‘Own the Dream’ campaign by Rocket, puts Americans back every day to the places that define at home, including shots such as children playing in sprinklers in the back garden and veterans who reunite with lovers.
As the last words: “Everyone deserves their chance of the American dream. Own the Dream ‘appeared on the screen, more than 75,000 fans in the large game joined a synchronized Singalong, a movement that says Mildenhall that the community -oriented ethos of Rocket is coordinated.
The advertisement has been in the making for a year, has shared Mildenhall. “The vision for Rocket is already shifting – we are not just about mortgages, we are about homeowner. That is a great distinction. Once we had landed on ‘own the dream’, we knew we had something special. “
“The real magic came when someone shouted in a creative workshop:” What if we get the whole stadium to sing? “That changed everything. It took months to get approval – and to be honest, only two weeks ago we got the green light to do it live,” said Mildenhall. When Fox called and said, “We want it to happen” – I almost fell out of my chair.
Mildenhall says that Rocket’s “goal to unite” was the main reason for their return from Super Bowl. “In a divided nation, 92% of Americans believe that homeowner is a fundamental part of the American dream,” he shared. “To be honest, I can’t think of anything else that 92% of people in this country agree. We wanted to return to the Super Bowl with something big that unites all of us and creates history. “
He continued: “The Super Bowl is the ultimate marketing phase. When we looked at what we are building in Rocket – this mission to help more Americans our own houses – we knew we had to grow up. Our return to the Super Bowl goes beyond an advertisement and creates a historical cultural moment. ”
And why specifically that number? “Music is powerful – it creates an immediate emotional connection,” Reasoned Mildenhall. “There are only two songs in history that, as soon as you play the chorus, everyone starts singing: ‘Sweet Caroline’ and ‘Take Me Home, Country Roads’. We chose ‘Take Me Home, Country Roads’ because it is a national anthem Is that everywhere with everyone.
In his earlier advertisements, Rocket used celebrities such as Tracy Morgan and Jason Momoa to advertise yourself. That is a movement that says Mildenhall that this year has not been replicated. “I have always believed that although celebrities and humor are entertaining, they can create noise. People remember the star but forget the brand, “he explained. “I hope that every American who dreams of owning a house sees himself in our brand story [this year.]”
