Rocket Adds Live ‘Country Roads’ Sing-Along to Super Bowl Commercial, in Bid for ‘Moment of Unity’

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Similar to how Coca-Cola attempted to, Rocket Cos. aimed to instruct the entire world to harmoniously sing together, just like a song.

The company providing various financial services, including mortgages, organized a mass sing-along within the stadium during Fox’s telecast of Super Bowl LIX. This was done just after a 60-second commercial that utilized John Denver’s famous song “Take Me Home, Country Roads” to convey the message of helping people realize their dream of owning a home. Jonathan Mildenhall, Rocket’s marketing chief officer, commented during a recent interview, stating, “We are using the Super Bowl as an opportunity for unity.” He further explained, “Honestly, ‘Take Me Home, Country Roads’ is one of only a few songs, perhaps just ‘Sweet Caroline,’ that when played anywhere in the world, people join in singing it.

I, too, acknowledge the grandeur in Rocket’s endeavor, as there have been instances in advertising history where commercials and campaigns, such as Coca-Cola’s iconic 1971 “Hilltop” ad, struck a chord with the masses, becoming both widely admired and inspiring. This ad, which showcased a diverse group of singers expressing their desire to bring peace to the world, is a testament to the power of advertising. However, it’s essential to remember that consumer response is always unpredictable.

The mission hinged on a “little bit of luck and a lot of coordination,” says Mildenhall.

There was a certain level of danger or potential mishap. The melodious tune emanating from the speakers appeared more prominent than the collective voices of the audience. Instead, many individuals chose to remain seated, opting for passive observation rather than engaging actively.

The aspirations of the rocket symbolize those of numerous advertisers aiming to attract consumers across diverse backgrounds during an age where social and digital media have sparked a trend towards tribalism. Nowadays, people are more inclined to connect with groups that align with their personal interests and beliefs. To succeed, advertisers must discover strategies to resonate with this diversity, particularly at the Super Bowl, a rare television event still watched by an eclectic mix of viewers from various walks of life during a shared viewing experience.

As a movie reviewer stepping into the electrifying atmosphere of the Superdome, I must say that the swift transformation into an engaging spectacle was quite impressive. The strategically timed Rocket commercial break served as the perfect catalyst, inviting the enthusiastic crowd to join in the fun through announcements, music from a DJ, and the stadium’s numerous screens. As a Chief Marketing Officer, I must admit that this spontaneous approach initially gave me pause, but upon reflection, it was genuinely unscripted. No staging or rehearsals were involved; the energy and excitement were genuine and raw.

According to me, the findings from our research reveal that an overwhelming majority of 92% of Americans believe that homeownership plays a crucial role in creating personal contentment, as I myself have experienced. To clarify, this isn’t about politics; it’s simply about the profound impact that owning a home can have on one’s life satisfaction.

In this scenario, the idea faced some challenges. At first, Fox and the NFL declined the live, on-stadium performance of the song, as they felt they could exert more control over the concept if crowds were pre-recorded singing the song during the pre-game coverage, particularly when the network was airing commercials. Mildenhall expresses his disappointment about this decision.

Two weeks ago, those in charge started to embrace a fresh idea regarding Super Bowl commercials, recognizing that it could be exciting to deviate from the established formula after all these years. Typically, TV networks offer additional promotion to Super Bowl advertisers through “billboards” – brief segments of coverage that may display a logo or have an announcer announce the program is sponsored by a specific company. However, a sing-along introduces something more extended into the mix.

According to Mildenhall, it’s important to note that the sing-along event will be viewed as part of Fox’s advertising space. Each additional 15 seconds showcasing the crowd singing counts as “additional media time,” he explains. In essence, we are paying for this segment, it’s not something provided free of charge.

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2025-02-10 03:47