Rocket

For too long, the homebuying and mortgage process has felt like navigating a maze – impersonal, complex, and frustrating. What should be a thrilling milestone has become an emotional rollercoaster. Even as technology has simplified everyday life, buying a home remains stuck in the past. Half of all homebuyers – and over 60% of Millennials and Gen Z – cry at least once during the process. Yet 92% of Americans still believe homeownership is a cornerstone of the American Dream.

Despite its emotional and financial weight, no brand truly owned the homeownership narrative – until Rocket. Rocket saw more than transactions; it saw people. It opened doors for first-time buyers, underrepresented communities, and families told “no” for too long. That vision inspired a bold mission: Help Everyone Home.

To redefine homeownership, Rocket launched a revolutionary marketing strategy that celebrated real homeowner stories, invested in emotionally resonant creative, and centered the American Dream as Rocket’s brand idea.

In early 2025, Rocket revealed a powerful new identity, uniting all its brands under one name: Rocket.

This shift went far beyond a logo. Rocket acquired Rocket.com and launched an AI-powered platform where consumers can search, purchase, and finance a home – all in one place.

The new visual identity reflected this transformation: a halo-inspired logo symbolizing protection, a gender-neutral aesthetic, a custom typeface honoring Dan Gilbert’s late son, and no stock photos – only real Rocket clients in their homes.

Rocket’s vision came to life on the biggest stage in the world: the Super Bowl. The Own the Dream ad, set to a reimagined “Take Me Home, Country Roads,” became a cultural moment. During the game, 65,000 fans in Caesars Superdome joined a live singalong, turning a brand message into national unity.

The results?
• 7+ billion earned media impressions
• 374M social impressions
• 119% spike in site traffic
• ‘Country Roads’ soared up the Billboard charts
• A surge in homeownership interest – and Rocket’s stock price

Rocket didn’t just run a campaign. It launched a movement. Now, America can Own the Dream.