Rocket Companies is unveiling a new brand identity through an emotional Super Bowl 59 advertisement. The 15-second preview features a pregnant woman and highlights heartfelt family moments. This ad marks a departure from past celebrity-focused ads, aiming instead for a narrative centered on homeownership and community storytelling. Chief Marketing Officer Jonathan Mildenhall aims for Rocket to transcend traditional mortgage and financial narratives, positioning the company to resonate with a broader audience. The brand's recent redesign seeks to foster a sense of protection and trust among potential home buyers.
According to a brand statement, the upcoming ad will be "a complete departure" from its previous Super Bowl spots which featured stars like Tracy Morgan, Anna Kendrick, and Jason Momoa.
Mildenhall said that this time, the spot will lean into "community-driven storytelling," moving away from humor and celebrities.
The CMO also teased the full commercial will "transcend the category of mortgages and financial transactions and create a strategic lockout from any of our competitors around the narrative of homeownership."
"We have to change the narrative, because a lot of Americans think that homeownership is out of their reach," Mildenhall said.
#brand-refresh #super-bowl-advertising #emotional-marketing #homeownership-narrative #community-storytelling
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