Pundits everywhere tell us that the “release your full ad before the Super Bowl” trend is (thankfully) waning, but Quicken is now one of the first brands to do so in 2016.
Fallon’s spot for Detroit-based company will mark the client’s first appearance in the Big Game, but it does not include guest appearances by Odd Celebrity Duo or anyone else whose name you might know.
The ad will air during the first half of the game and introduce viewers to Rocket Mortgage or “the first completely online mortgage experience.”
The idea is that this new service might just boost the entire U.S. economy by inspiring home ownership and responsible savings practices. (We exaggerate, of course, but the release does say the campaign is all about “how it will positively impact America.”)
That was a nice illustration of an ideal ecosystem in which one major purchase pays dividends for ambitious Americans all the way down the line.
How realistic is it, though?
Remember when George W. Bush encouraged home ownership for everyone–even those with low or mid-range incomes? He called his grand plan the “Ownership society” and used it as justification for additional tax cuts so more people could afford the down payments for mortgages on which so many would later default.
Things are obviously different now, but…
Beyond the anthem spot, the intro “I’m Listening” launched right before new years along with this (fictional?) explanation of the process that led to the product’s name.
The client also made an FAQ series regarding its new product. For example, here’s one about the refinancing process.
…and here’s a more comprehensive Joe Public explanation of the offering.
In addition to the work above, the client has launched a “Push Button, Get Stuff” sweepstakes encouraging viewers to sign up (and, hopefully, read ALL of the fine print) so they can possibly win one or more of the well-made products showcased in the anthem ad.
On a totally irrelevant note that will interest no one: we never thought we would hear a 2007 Battles track in a 2016 Super Bowl ad. This is…kind of cool? We also heard Sea and Cake’s “The Argument” in a car ad last week, and that track came out in 1997. Who is picking and approving these old, incredibly obscure songs?? Is it because they’re cheap, or does someone want to sneak the hipster influence into Middle America campaigns?
Credits
FALLON:
Chief Creative Officer: Jeff Kling
Creative Director: Josh Combs
Copywriters: Bo MacDonald, Mike Tuton
Art Directors: Joe Johnson, Jay Lorenzini
Director of Film Production: Pat Sidoti
Business Affairs: Brendan Lawrence
Strategic Planning: Michael Fanuele, Julianna Simon, Kevin Jansick
Account Management: David Sigel, Payton Gallogly
Media Planning: Niki Dobratz, Harry Awe
QUICKEN LOANS:
Chief Marketing Officer: Jay Farner
Marketing Strategy Lead: Art Steiber, AJ Wydra
Creative Director: Dave Garant
Lead Writer: Jeff Keller
Sr. Art Director: David Witkowski
Producer: Kim Lehman
Broadcast Lead: Erik Mason
PRODUCTION:
Production Company: Imperial Woodpecker
Director: Sam Brown
Executive Producer: Doug Halbert
Executive Producer: Charlie Cocuzza
Producer: Andrew Travelstead
Editor: Katie Turinski
Sound Engineer: Tom Jucarone – Sound Lounge
Executive Producer – Mike Gullo – Sound Lounge
VFX: The Mill NY
Lead Flame – Corey Brown – The Mill
Flame – Susanne Scharping – The Mill
Lead CG – Justin Kurtz – The Mill
CG Modeling – Ivan Joy – The Mill
Executive Producer – Melanie Wickham – The Mill
Producer – Dan Love – The Mill
Color: Tom Pool – Co3 NY
Producer: Clare Movshon – Co3 NY
Music House: tonefarmer
Composers: Jared Hunter, with Dave Burnett
Sound Designer: Jimmy Harned, with Dan Sammartano
Founder / Partner: Ray Loewy
President / Partner: Tiffany Senft
Executive Producer: Liz Higgins
ROCKET MORTGAGE CREATIVE CREDITS
CGI (“Listening,” “MORT,” “FAQ Series 1 – 8”)
FALLON:
Chief Creative Officer: Jeff Kling
Creative Director: Josh Combs
Copywriters: Bo MacDonald, Mike Tuton
Art Directors: Joe Johnson, Jay Lorenzini
Director of Film Production: Pat Sidoti
Producer: Jennifer David
Business Affairs: Brendan Lawrence
Strategic Planning: Michael Fanuele, Julianna Simon, Kevin Jansick
Account Management: David Sigel, Payton Gallogly
Media Planning: Niki Dobratz, Harry Awe
QUICKEN LOANS:
Chief Marketing Officer: Jay Farner
Marketing Strategy Lead: Art Steiber, AJ Wydra
Creative Director: Dave Garant
Lead Writer: Jeff Keller
Sr. Art Director: David Witkowski
Producer: Kim Lehman
Broadcast Lead: Erik Mason
PRODUCTION:
Design Studio: Elastic
Creative Director: Patrick Clair
Designers: Paul Kim, Kevin Heo, Jeff Han, Henry DeLeon, Leanne Dare, Yi Jenn Liu
2D Animators: Sam Sparks, Peter Murphy, Lucy Kim, Claudia Yi Leon
Concept Artist: Annis Naeem
Storyboard Artist: Lance LeBlanc
Head of 3D: Kirk Shintani
3D Lead: Andrew Romatz
3D Artists: Christian Sanchez, Erin Clarke, Ian Ruhfass, Jose Limon, Michael Cardenas, Aaron Baker, Miguel Salek, Abel Salazar, Adam Carter, Jon Balcome, Oscar Castillo, Andy Wilkoff, Wendy Klein
Lead Compositor: Adam Flynn
Additional Compositors: Edward Anderson, Brendan Crockett, Steve Wolff
Editor: Doron Dor
Online Artist: Kevin Stokes
Flame Assist: Gabe Sanchez
Associate Producer: Danny Hirsch
Producer: Carol Salek
Head of Production: Kim Christensen
Executive Producer: Jennifer Sofio Hall
Mix: Tom Jucarone – Sound Lounge
Sound Design: Marshall Grupp – Sound Lounge
Executive Producer – Mike Gullo – Sound Lounge