Keegan-Michael Key is a translator for all of life's problems in the Quicken Loans Super Bowl spot -- from interpreting Tinder profiles to explaining rap lyrics or what hairdressers really mean.
The Detroit-based brand ran the 60-second ad in the second quarter of the game to highlight its Rocket Mortgage product. The ad was created by Brooklyn-based Huge Inc., winner of a jump-ball pitch request last year. This is Huge's first Super Bowl spot and will kick off a larger campaign that will continue running through 2018.
The spot, by Huge, saw a return to the game after two years for the brand, which sparked a backlash in 2016 when it ran its first Super Bowl spot to advertise Rocket Mortgage ("What We Were Thinking"). By noting how easy getting a mortgage could be, the ad invited social media criticism from people who remembered the sub-prime home lending crisis of 2008. (Quicken reiterated Thursday that it did not play a part in the housing meltdown.) It was created with Fallon under Quicken President and Chief Marketing Officer Jay Farner, who has since been promoted to CEO.