Rocket Companies, the Detroit-based fintech purveyor of financial products, added a creative twist to its 60-second second-quarter spot in the Super Bowl.  

The spot was positioned as a tribute to the “American Dream” (home ownership) that utilized a reimagined version of John Denver’s iconic “Take Me Home, Country Roads,” anthem to depict Americans returning to places that matter, like kids playing in a backyard sprinkler and veterans returning home. 

The twist: at the end of the spot, the brand purchased 15 additional seconds of live time at the game and as the words to the anthem scrolled along the stadium screen, fans joined along singing Denver’s memorable tune. The game’s announcer, Kevin Burkhardt, was also involved. On cue he read, “A moment of unity, inspired by Rocket.”  

Rocket said the spot tied to the live sing-along was a first for the Big Game.   

“From the start, this was more than a commercial,” said Rocket CMO John Mildenhall. “We set out to create a moment that captures the raw, emotional journey of chasing a dream that once felt out of reach...Tonight, we reminded America that home is something to believe in, fight for and make a reality for everyone.”  

The ad was created by independent agency Mirimar, in collaboration with Rocket’s in-house creative team, and directed by Matthew Dillon Cohen. It’s part of a broader campaign to refresh the company’s brand identity.