LendingTree Casts Consumers as Superheroes

A $40 million LendingTree campaign from Mullen that breaks nationally today rebrands the company beyond mortgages, stressing services such as money management and credit cards while emphasizing consumers’ own ability to manage their finances with the tagline, “You to the rescue.”

Marking the client’s first strategy shift in 10 years, the campaign uses images of people in superhero costumes and a voiceover by iconic ’60s Batman star Adam West.

The general mistrust people have of financial institutions and the uncertainly they feel about current economic conditions prompted the new positioning, said Darren Beck, chief marketing officer at LendingTree parent company Tree.com.