- Mortgage company Rocket is building on its Super Bowl presence by releasing a “manifesto” advertising campaign asserting how it will help Americans reclaim the dream of home ownership.
- The hero spot in the campaign will debut during the Cleveland Cavaliers game against the Miami Heat on March 5. The one-minute commercial is an extended cut of a spot that ran during the Super Bowl that featured a take on John Denver’s “Take Me Home, Country Roads” song.
- The new spot goes further in explaining, through narration, how the company will help people purchase homes through programs like lowering down payment requirements for first-time buyers, offering programs for veterans and “making 30-year bets for those who bet on themselves.”
“The Super Bowl gave us the perfect stage to launch Rocket’s refreshed brand identity, along with our new long term core creative idea ‘Own the Dream,’” said Jonathan Mildenhall, CMO at Rocket. “We leveraged the Super Bowl, America’s largest cultural stage, to fundamentally reframe the way people think and feel about Rocket and the pathway to homeownership.”
The manifesto spot is meant to deepen that connection and pave the way for full funnel campaigns that will highlight the products and services that will help customers achieve those dreams, he said.
The spot uses evocative emotional imagery of houses and people who are preparing to move into them, painting rooms and settling into homes, all backed by a voiceover that speaks to the American Dream being out of reach for too many. “Everyone in America deserves to own a piece of it, and we’re not going to stop until they do,” concludes the voiceover.
The overtly emotional approach is intended to set Rocket apart from competitors, whose marketing is very “transactional” and focused on products and rates, Mildenhall said. The emotional approach lends a level of “humanity” to the company, he said. “The purpose of the ‘Own the Dream’ campaign is to reframe the perception of homeownership,” Mildenhall said. “Rather than viewing it solely as an expensive transaction, we want Americans to see homeownership as a pathway to generational wealth, security, and prosperity.”
