Quicken Loans Wants to Save the Entire U.S. Economy in Its First Super Bowl Ad

It all begins with getting a mortgage with a click

Quicken Loans will run a 60-second spot in Super Bowl LII. Quicken Loans
Headshot of Tim Nudd

Quicken Loans' Rocket Mortgage app doesn't just simplify the home financing process. It can start a chain reaction that could brighten the prospects of the entire American economy, according to the online mortgage lender's first-ever Super Bowl commercial, which rolled out Wednesday. 

The 60-second spot, from Fallon in Minneapolis, begins with a female voiceover: "Here's what we were thinking: What if we did for mortgages what the Internet did for buying music, plane tickets and shoes?" 

It then goes on to describe a kind of snowball effect, wherein more and more people get Rocket Mortgage home loans, and then have to fill those homes with stuff, boosting sales and improving the finances of the stuff makers, who then get their own home loans through Quicken, and so on and so on. 

This is just the American way, the spot says at the end. 

The ad will air during the first half of Super Bowl 50 on Feb. 7 and is part of a larger "Push Button, Get Mortgage" campaign that also included two previous 30-second spots. Quicken describes Rocket Mortgage as "the first end-to-end, completely consumer-driven online and on-demand mortgage experience." 

"There's no better place to communicate how Rocket Mortgage will help Americans reach their homeownership goals, and in turn impact the entire economy, than during America's favorite game," Jay Farner, president and chief marketing officer for Quicken Loans, said in a statement. "It's always been our mission to help Americans buy the home of their dreams utilizing the easiest mortgage process possible. Quicken Loans' Rocket Mortgage technology was developed with that mission in mind." 

The ad also embodies its own patriotic message. In tandem with the Super Bowl spot, Quicken is launching the Rocket Mortgage "Push Button, Get Stuff" Sweepstakes, giving away hundreds of American-made items from, and inspired by, the commercial.

The prizes will include a living room package, a Viking Range, KitchenAid mixers, Blendtec blenders, Shinola bikes and more. And one winner will receive a $100,000 grand prize to help pay off their mortgage or buy a new home. 

• For more Super Bowl 50 news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.

@nudd Tim Nudd is a former creative editor of Adweek.