Rocket Makes Super Bowl History with Own the Dream Ad and Live In-Stadium Singalong
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.
Rocket Companies (NYSE: RKT) ha fatto la storia del Super Bowl con la sua campagna pubblicitaria 'Own the Dream' durante il Super Bowl LIX. L'azienda ha trasmesso uno spot di 60 secondi durante il secondo quarto, presentando una versione reinterpretata di 'Take Me Home, Country Roads' di John Denver e mostrando americani comuni che tornano a casa.
L'annuncio è culminato in un momento senza precedenti quando oltre 65.000 fan al Caesars Superdome hanno partecipato a un coro dal vivo dell'inno. La campagna, realizzata dall'agenzia Mirimar e dal team interno di Rocket, è stata diretta da Matthew Dillon Cohen e mirava a mettere in evidenza l'importanza dell'ownership della casa come fondamento per la sicurezza finanziaria.
L'iniziativa è in linea con la missione di Rocket di rendere l'ownership della casa più accessibile e segna un nuovo capitolo nell'evoluzione del marchio dopo il recente rebranding della sua identità visiva.
Rocket Companies (NYSE: RKT) hizo historia en el Super Bowl con su campaña de marketing 'Own the Dream' durante el Super Bowl LIX. La empresa emitió un anuncio de 60 segundos durante el segundo cuarto, presentando una versión reinterpretada de 'Take Me Home, Country Roads' de John Denver y mostrando a estadounidenses comunes regresando a casa.
El anuncio culminó en un momento sin precedentes cuando más de 65,000 fanáticos en el Caesars Superdome participaron en un canto en vivo del himno. La campaña, creada por la agencia Mirimar y el equipo interno de Rocket, fue dirigida por Matthew Dillon Cohen y tenía como objetivo destacar la importancia de ser propietario de una vivienda como base para la seguridad financiera.
La iniciativa se alinea con la misión de Rocket de hacer que la propiedad de vivienda sea más accesible y marca un nuevo capítulo en la evolución de la marca tras su reciente rebranding de identidad visual.
로켓 컴퍼니즈 (NYSE: RKT)는 슈퍼볼 LIX 동안 'Own the Dream' 마케팅 캠페인으로 슈퍼볼 역사에 혁신을 이루었습니다. 이 회사는 2쿼터 동안 60초 광고를 방영했으며, 존 덴버의 'Take Me Home, Country Roads'를 재구성한 버전을 선보이며 일상적인 미국인이 집으로 돌아오는 모습을 담았습니다.
이 광고는 65,000명 이상의 팬이 시저스 슈퍼돔에서 라이브 합창을 참여하는 독특한 순간으로 절정에 달했습니다. 이 캠페인은 미리마르 에이전시와 로켓의 내부 팀이 함께 제작했으며, 매튜 딜런 코헨이 감독했습니다. 주택 소유의 중요성을 재정적 안전의 기반으로 강조하는 것을 목표로 했습니다.
이 이니셔티브는 주택 소유를 보다 접근 가능하게 하려는 로켓의 사명과 일치하며, 최근 시각적 정체성 리브랜딩 이후 브랜드 발전의 새로운 장을 열고 있습니다.
Rocket Companies (NYSE: RKT) a marqué l'histoire du Super Bowl avec sa campagne marketing 'Own the Dream' lors du Super Bowl LIX. L'entreprise a diffusé une publicité de 60 secondes pendant le deuxième quart, mettant en avant une version réimaginée de 'Take Me Home, Country Roads' de John Denver et montrant des Américains ordinaires rentrant chez eux.
La publicité a culminé avec un moment sans précédent où plus de 65 000 fans au Caesars Superdome ont participé à un chant en direct de l'hymne. La campagne, créée par l'agence Mirimar et l'équipe interne de Rocket, a été dirigée par Matthew Dillon Cohen et visait à souligner l'importance de la propriété immobilière comme fondement de la sécurité financière.
L'initiative est en adéquation avec la mission de Rocket de rendre la propriété immobilière plus accessible et marque un nouveau chapitre dans l'évolution de la marque après son récent rebranding de l'identité visuelle.
Rocket Companies (NYSE: RKT) schrieb Super-Bowl-Geschichte mit seiner Marketingkampagne 'Own the Dream' während des Super Bowl LIX. Das Unternehmen strahlte einen 60-sekündigen Spot im zweiten Viertel aus, der eine neu gestaltete Version von John Denvers 'Take Me Home, Country Roads' zeigte und alltägliche Amerikaner auf ihrem Heimweg daheim zeigte.
Die Werbung kulminierte in einem einmaligen Moment, als über 65.000 Fans im Caesars Superdome an einem Live-Chor des Hymne teilnahmen. Die Kampagne, die von der Agentur Mirimar und dem internen Team von Rocket entwickelt wurde, wurde von Matthew Dillon Cohen geleitet und zielte darauf ab, die Bedeutung des Eigenheims als Grundlage für finanzielle Sicherheit hervorzuheben.
Die Initiative steht im Einklang mit Rockets Mission, das Wohneigentum zugänglicher zu machen, und markiert ein neues Kapitel in der Entwicklung der Marke nach der kürzlichen Neugestaltung ihrer visuellen Identität.
- 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
- 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
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
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.
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SOURCE Rocket Companies
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