Rocket, Anna Kendrick and THAT Super Bowl ad
Contacted by email, Ad Meter editor Rick Suter explained why the ad was considered this year’s best. “The creative of the ad hit the sweet spot which removes the term ‘our demographic’ and replaces it with ‘the general public,'” he told MPA. He appreciates the different elements of advertising in the service of the narration: “Humour, punctual twists, mixed with nostalgia”, he writes. “Adding the classic commercial feel of Barbie toys was a nice touch.”
By earning the title of Best Ad this year, Rocket joined the rarefied ranks of advertisers to claim the top honor twice in a row – a feat only Pepsico and Anheuser-Busch had previously achieved – among the 64 companies with ads from the Super Bowl every year. Its entry last year for Super Bowl LV featured a decidedly different actor in the form of comedian Tracy Morgan portraying over-the-top storylines illustrating the pitfalls of approaching major decisions by simply being “sure enough” rather than for sure. “When you need to be certain of what you can afford, Rocket can,” a narrator says after the slideshow of hilarity.
This isn’t the first – or, as previously reported, the second – Rocket rodeo to feature during the Super Bowl. “We’re lucky because this was our fifth Super Bowl appearance with Rocket Mortgage,” Hurbis said. “We launched Rocket Mortgage in the 2016 Super Bowl. It’s easily the biggest move most brands have in the year. We’re blessed to be America’s largest lender and we have a great story to tell.
This year’s ad entry was very ambitious in featuring both Rocket Homes and Rocket Mortgage. The ad does this with a seamless narrative containing the range of plot elements: Exposition; rising stock; Climax; action that failed. And outcome (a fancy word for resolution). While Rocket has its own marketing department, the lender has worked with Highdive Advertising, a Chicago-based creative agency, for three Super Bowl appearances (including this year’s).
Granted, producing a Super Bowl commercial doesn’t come cheap. Advertisers who booked their slots in advance paid $6.5 million for 30 seconds, with last-minute slots costing $7.1 million. MPA asked for an idea of the measurable dividends generated by such a large investment.