Rocket Makes Super Bowl History with Own the Dream Ad and Live In-Stadium Singalong

Rhea-AI Summary

Rocket Companies (NYSE: RKT) made Super Bowl history with its 'Own the Dream' marketing campaign during Super Bowl LIX. The company aired a 60-second ad during the second quarter, featuring a reimagined version of John Denver's 'Take Me Home, Country Roads' and showcasing everyday Americans returning home.

The advertisement culminated in a first-of-its-kind moment when over 65,000 fans at Caesars Superdome participated in a live singalong of the anthem. The campaign, created by Mirimar agency and Rocket's in-house team, was directed by Matthew Dillon Cohen and aimed to highlight the importance of homeownership as a foundation for financial security.

The initiative aligns with Rocket's mission to make homeownership more accessible and marks a new chapter in the brand's evolution following its recent visual identity rebrand.

Positive

• Created innovative marketing exposure through unique Super Bowl ad integration
• Successfully executed large-scale live marketing event with 65,000 participants
• Strengthened brand positioning in homeownership accessibility market

Negative

• None.

A first-of-its-kind Super Bowl moment blends an anthemic ad with a live stadium singalong, uniting Americans in a call to come home

DETROIT, Feb. 9, 2025 /PRNewswire/ -- Rocket Companies (NYSE: RKT), the Detroit-based fintech platform company consisting of mortgage, real estate and personal finance businesses, tonight launched its Own the Dream integrated marketing campaign during the second quarter of Super Bowl LIX. The company's ad spot turned into a nationwide singalong, bringing millions of Americans together.

The 60-second ad is a tribute to the meaning of home. Set to a reimagined version of John Denver's "Take Me Home, Country Roads," it captures everyday Americans returning to the places that matter most – from children playing in backyard sprinklers to veterans reuniting with loved ones.

As the final words, "Everyone deserves their shot at the American Dream. Own the Dream." filled the screen, Rocket delivered a Super Bowl first. The stadium became part of the story. When the broadcast returned to the game, more than 65,000 fans at Caesars Superdome broke into a live singing of John Denver's anthem.

"From the start, this was more than a commercial. We set out to create a moment that captures the raw, emotional journey of chasing a dream that once felt out of reach," said Jonathan Mildenhall, Chief Marketing Officer of Rocket. "For many Americans, that is homeownership – the foundation for financial security, prosperity and a better future. Tonight, we reminded America that home is something to believe in, fight for and make a reality for everyone."

The Own the Dream ad was created by independent award-winning agency, Mirimar, in collaboration with Rocket's in-house creative team, and directed by Matthew Dillon Cohen in his Super Bowl debut. The ad and following historic singalong seamlessly blended emotion and spectacle.

The Super Bowl campaign underscores Rocket's mission to help make owning a home more accessible for Americans. Own the Dream builds on Rocket's 40-year legacy and newly rebranded visual identity, marking the next chapter in the brand's evolution and showcasing how homeownership can unite the nation.

To learn more about Rocket's mission, visit the new Rocket.com.

About Rocket Companies

Founded in 1985, Rocket Companies (NYSE: RKT) is a Detroit-based fintech platform including mortgage, real estate and personal finance businesses: Rocket Mortgage, Rocket Homes, Rocket Close, Rocket Money and Rocket Loans.

With more than 65 million call logs each year, 10 petabytes of data and a mission to Help Everyone Home, Rocket Companies is the destination for AI-fueled homeownership. Known for providing exceptional client experiences, J.D. Power has ranked Rocket Mortgage #1 in client satisfaction for primary mortgage origination and mortgage servicing a total of 22 times – the most of any mortgage lender.

For more information, please visit our Corporate Website or Investor Relations Website.

View original content to download multimedia:https://www.prnewswire.com/news-releases/rocket-makes-super-bowl-history-with-own-the-dream-ad-and-live-in-stadium-singalong-302371954.html

SOURCE Rocket Companies

FAQ

What was unique about Rocket Companies (RKT) Super Bowl LIX advertisement?

Rocket Companies' Super Bowl LIX ad featured a unique integration where the 60-second commercial transitioned into a live stadium singalong with 65,000 fans at Caesars Superdome, making it a first-of-its-kind Super Bowl moment.

When did RKT air its Own the Dream Super Bowl commercial?

The Own the Dream commercial aired during the second quarter of Super Bowl LIX on February 9, 2025.

What song did RKT use in their Super Bowl LIX advertisement?

RKT used a reimagined version of John Denver's 'Take Me Home, Country Roads' in their Super Bowl advertisement.

Who created RKT's Own the Dream Super Bowl campaign?

The Own the Dream campaign was created by independent agency Mirimar in collaboration with Rocket's in-house creative team and was directed by Matthew Dillon Cohen.

How does the Own the Dream campaign align with RKT's business strategy?

The campaign aligns with Rocket's mission to make homeownership more accessible for Americans and marks a new chapter following their visual identity rebrand, emphasizing their focus on financial security through homeownership.