Rocket Cos. will return to the Super Bowl in 2025

Rocket Cos. is heading back to the Super Bowl. Jonathan Mildenhall, the company’s chief marketing officer, alluded to Rocket returning to the Big Game while onstage during a Thursday panel at Blackweek and later confirmed the plan during an interview with Ad Age. The new work will focus on elevating Rocket’s marketing strategy beyond a transactional relationship with consumers, Mildenhall said, emphasizing the American dream and the different communities that Rocket works with. Football marketing news Tracking Super Bowl, NFL and college brand moves Read more here Detroit-based Rocket’s businesses include Rocket Mortgage and Rocket Homes. “Because of the role that we play in terms of home ownership and the significance that home ownership is as part of the American dream, Rocket is going to become one of North America’s most culturally significant brands in the next couple of years,” Mildenhall said. That is a direction he signaled in an earlier interview with Ad Age's Marketer's Brief podcast. Mirimar, the company’s new creative agency of record, will lead the effort. Mildenhall said that the new work will include a “new brand, narrative and creative idea” that will rival Nike’s “Just Do It” in terms of cultural resonance and brand identity. “It’s a sleeping giant. We have nearly a billion dollars of marketing resources [at our] disposal, and we are going to use a creative idea to organize all of that thinking and make sure that we are investing those dollars to create deep, meaningful, relevant affinity with the people of America in market,” he said. Rocket’s last Super Bowl ad, for Rocket Mortgage, ran in 2022 and featured Anna Kendrick and a Barbie Dreamhouse. That ad was created by Highdive, which also handled previous Super Bowl spots for the company.

Rocket Cos. will return to the Super Bowl in 2025

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