Quicken Loans, the nation’s largest online mortgage lender, is releasing its first Super Bowl ad this year, created by Minneapolis-based Fallon. The spot, now available online, continues the Rocket Mortgage campaign Quicken rolled out in January in an effort to present a lighter side to the often arduous process of securing a home loan.
The 60-second Super Bowl spot, which will debut before Coldplay’s halftime show, hammers home the impact new home purchases can have on the American economy. New homes need new furnishings and appliances, which can be supplied by American craftspeople, who in turn can now afford to buy new homes in a neverending upward spiral of GDP, living standards and disposable income. Quicken is pushing the simplicity of the service with its "Push Button, Get Mortgage" tagline. In the commercial, the service is only ever accessed with a smartphone, never from a desktop or retail store. The Rocket Mortgage service itself is only available online.
In conjunction with the campaign, Quicken is also running a sweepstakes, with American-made household goods like blenders, bicycles and stoves as the prizes. One person will also win $100,000 toward a new home purchase or paying down their current mortgage. However, there’s no mention of the sweepstakes in the Super Bowl spot.
The earlier spots in the series amount to 30-second teasers, with copy focused exclusively on the "rocket" portion of the services’ name and no talk of its features. Statements like, "Everyone likes rockets" and, "We added rocket" are the extent of the technical details.
The appeal to Americana is fitting for Detroit-based Quicken, a safe bet during an event with nationwide coverage and a broad demographic of viewers.