Quicken's Super Bowl Ad Draws Consumers, Inspires Backlash

Published On
Feb 05, 2016

Editor's Pick

Quicken Loans aired a spot in the first-half of the game promoting its new Rocket Loans, a completely online mortgage service. In the 60-second spot, Quicken Loans discusses how if more people were able to buy homes easily, it would mean more people buying items to fill that home, and in turn, more jobs for those craftsmen making the items. The craftsmen, the thinking goes, could then buy their own homes, creating a perfect cycle of consumption.

It was a nice sentiment, but the social response was surely not the one Quicken Loans expected and the brand spent most of Super Bowl 50 on its Twitter page responding to backlash from its first big game commercial, with people making a connection between the ad and the sub-prime mortgages that spurred the financial crisis of 2008.

Quicken Loans attempted to quell fears -- and comparisons to those problematic sub-prime mortgages -- by assuring people on its Twitter page that its mortgage practice follows all government guidelines.

But despite the negative comments, Quicken Loans President and Chief Marketing Officer Jay Farner said overall the Super Bowl campaign was a success.

Within the first minute after the spot aired, more than 14,000 people visited Quicken Loan's website to learn more and chatted with over 100 bankers that answered questions.

Read more about it on Adage.com.