Rocket Companies (NYSE: RKT) tapped into yesterday’s Super Bowl LIX broadcast to debut its “Own the Dream” integrated marketing campaign.
The Detroit-headquartered company premiered the campaign with a 60-second commercial during the game’s second quarter. Using the John Denver classic song “Take Me Home, Country Roads,” the advertisement highlighted the American Dream of homeownership by presenting a wide variety of people taking very different journeys to a home they can call their own. At the end of the advertisement, the words “Everyone deserves their shot at the American Dream. Own the Dream” filled the screen. The company added that members of the Super Bowl audience at New Orleans’ Caesars Superdome did a singalong with the Denver tune.
“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.”
