Super Bowl

Quicken Loans Goes Americana In Its First Super Bowl Commercial

Spot Will Promote Its New Online Mortgage Service

By Published on .

Reprints Reprints

Advertising Age Player

Mortgage lender Quicken Loans is the latest newcomer to the Super Bowl and is providing a dose of Americana in its first commercial in the Big Game.

The 60-second spot promotes Rocket Mortgage, Quicken's completely online mortgage service.

"What if we did for mortgages what the internet did for buying music, plane tickets and shoes?" the commercial opens. It goes on to describe how easy it is to use Rocket Mortgage and what that can mean for the entire country.

If more people buy homes, they will need things to fill those homes, like lamps and blenders, which means more craftsmen employed to make those things who can then buy houses themselves, the commercial muses.

"Isn't that the power of America itself?" the voice-over says.

The spot, created with Minneapolis-based agency Fallon, will air during the first half of the game. It's part of Quicken's "Push Button, Get Mortgage" campaign, which debuted last month to introduce Rocket Mortgage.

"There's no better place to communicate how Rocket Mortgage will help Americans reach their homeownership goals, and in turn impact the entire economy, than during America's favorite game," Jay Farner, president and chief marketing officer, Quicken Loans, said in a statement.

In conjunction with the Super Bowl commercial, Quicken is also running a sweepstakes giving away hundreds of items from and inspired by the commercial. All of the products are made in America, a key theme of the ad, the company noted.

"We are giving away items American families could use in their homes, and in keeping with the theme of our Super Bowl ad, all of the products were made right here in America by hardworking American craftspeople," Mr. Farner said. "This is exactly the story the ad tells - how much the simple act of buying a home impacts the entire American economy."