Homeownership is so integral to our national identity, we even named it, “The American Dream.” But the housing crisis is worsening, straining our belief in that dream. While most players in the mortgage industry are attempting to weather the storm, Rocket is turning into it, offering an optimistic vision of American home life.
As Rocket set out to reinvent the homeownership category, we helped reinvent Rocket with a brand platform: Own the Dream. To launch it, we debuted a beautiful film at Super Bowl LIX. With this epic ode to home-owning hopefuls and a live first-of-its-kind Super Bowl activation, we relaunched a 40 year old brand on America’s biggest stage.
THE FILM
The original :60 spot aired during the second quarter of Super Bowl LIX, reimagining John Denver’s ‘Take Me Home, Country Roads’ as a unifying anthem that connected to the world’s first live Super Bowl singalong in the stadium.
IN-STADIUM SING-ALONG
After that, a historic Super Bowl first. Take Me Home, Country Roads spilled magically from the commercial into the stadium itself: The first time ever that a song from a Super Bowl commercial was synced to a live-in-stadium moment.
Manifesto
Leading up to Super Bowl weekend, Rocket dropped our powerful manifesto planting their flag in the ground that the American Dream was not in fact dead. The American Dream is back on the market.
