Rocket Cos. Attempts to Unite the Nation with Super Bowl Sing-Along
Similar to Coca-Cola, Rocket Cos. aspired to foster global harmony through a commercial featuring a communal sing-along.
As part of Fox's Super Bowl LIX broadcast, Rocket, a renowned mortgage lender, organized an in-stadium sing-along of John Denver's "Take Me Home, Country Roads." This occurred immediately after a 60-second commercial that utilized the song to promote homeownership.
"We view the Super Bowl as a moment of unity," stated Jonathan Mildenhall, Rocket's Chief Marketing Officer, in a recent interview. "Let's face it," he continued, "'Take Me Home, Country Roads' is one of the few songs that resonates globally, evoking a universal chorus."
Although Rocket's endeavor was ambitious, history has witnessed effective commercials that inspire the masses, such as Coca-Cola's iconic 1971 "Hilltop" ad, featuring a diverse group singing "I'd like to buy the world a home / And furnish it with love." However, consumer reactions are never guaranteed.
Mildenhall acknowledged the need for "luck and coordination" to ensure the success of their mission.
Despite potential risks, Rocket's efforts were bolstered by research indicating that 92% of Americans believe homeownership contributes to overall satisfaction, highlighting the non-political nature of their message.
Initially, Fox and the NFL rejected the live, in-stadium sing-along concept, preferring the control afforded by pre-taped crowd singing during pre-game coverage. However, two weeks prior to the event, they embraced the idea, recognizing the potential for innovation in Super Bowl commercials.
Unlike traditional billboards or brief sponsor acknowledgements, the sing-along became an integral part of Fox's commercial inventory. As Mildenhall explained, "We are essentially paying for it. It is not free."