Guaranteed Rate is the latest company jumping into the Super Bowl for the first time and the mortgage lender is coming armed with dramatic footage of athletes from various sports, but not football, in its quest to capture the attention of viewers during a major surge in business.
Like many other first-time Big Game advertisers, Guaranteed Rate is in the midst of tremendous growth during the coronavirus pandemic, funding more than $73 billion in 2020. As mortgage rates fell, Guaranteed Rate’s mortgage originations doubled in 2020 from the year before, and it had already seen 50% growth in 2019.
The 60-second “Believe You Will” spot opens with shots of athletes including UFC’s Dustin Poirier and Rose Namajunas, NHL’s Seth Jones, Nascar’s Ryan Newman and U.S. figure skater Starr Andrews. Then, it shifts to a message around the dream of buying a home or refinancing, showcasing the brand.
The athletes Guaranteed Rate works with aren’t all household names but have powerful stories, such as Erik Weihenmayer, the first blind person to climb to the summit of Mount Everest, who is shown in the spot.