MUSE Gold

2022

NFL EDGES

Entrant Company

Rocket Central

Category

Video - TV Ad

Client's Name

Rocket Central

Country / Region

United States

In order to educate consumers in the housing market on the benefits Rocket Mortgage provides, as well as entertain them through a partnership with the NFL and its players, we developed a campaign called Edges and created two creative executions that are designed to craft an imaginative metaphor for the edge Rocket Mortgage customers gain on their home loan or refinance. Each spot features a current NFL super star and highlights their football specialty in a fun, hyperbolized fashion. The first spot, “Camo,” features all-pro NFL defensive tackle Aaron Donald of the L.A. Rams. Donning a high-tech, futuristic invisibility suit, he gains an edge on his game by completely disappearing on the field and tackling an unknowing player without detection – with only some of him reappearing after the tackle. This edge that Aaron gets by going invisible parallels the benefit Rocket Mortgage provides new home buyers, symbolizing how they can get an edge with a verified approval when purchasing a new home. The second spot, “Virtual,” features all-pro NFL quarterback Kyler Murray of the Arizona Cardinals. In this :30 commercial, we highlight the behind-the-scenes training of his throwing skills in a whimsical approach that his teammates are, perhaps, not so fond of. After his training session, he peels back the virtual reality goggles and discovers the calamity he’s caused throughout the locker room. This edge that Kyler gets by using virtual reality parallels the benefit Rocket Mortgage provides home refinancers, symbolizing how they can get an edge with low rates when refinancing their home. Beyond broadcast, the Edges campaign extended its roots deep into both the digital and social spheres, reaching non-traditional users on-the-go via various social media platforms – bolstering our message to consumers that when you need an edge in the housing game, Rocket Can™. The metrics on return were phenomenal in this space: garnering over 41 million impressions, 8.3M video views and 137K link clicks – proving all it takes to make a highly visible commercial is a little invisibility.

Credits

Joe Zimmer
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