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

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A first ~ Rocket Companies, a fintech platform company based in Detroit, made a big splash during the second quarter of Super Bowl LIX with the launch of their Own the Dream integrated marketing campaign. The company's ad spot, which aired during the game, quickly turned into a nationwide singalong that brought millions of Americans together.

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

As the ad came to an end with the words "Everyone deserves their shot at the American Dream. Own the Dream." filling the screen, Rocket Companies made Super Bowl history by involving the stadium in their campaign. When the broadcast returned to the game, over 65,000 fans at Caesars Superdome joined in on a live singing of John Denver's anthem.

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According to Jonathan Mildenhall, Chief Marketing Officer of Rocket Companies, this was more than just a commercial. He stated that their goal was to create a moment that captures the emotional journey of chasing a dream that once felt out of reach for many Americans. For some, that dream is homeownership – which is seen as a foundation for financial security and prosperity.

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

This Super Bowl campaign highlights Rocket's mission to make homeownership more accessible for all Americans. It also showcases their newly rebranded visual identity and marks a new chapter in their brand's evolution. The campaign aims to show how homeownership can unite and bring together people from all walks of life.

To learn more about Rocket Companies' mission and their efforts to make homeownership a reality for all, visit their newly launched website, Rocket.com.

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