Millions of Americans won’t be reminded of financing a home this Super Bowl Sunday.
Industry giants Rocket Mortgage and United Wholesale Mortgage confirmed they won’t be
“Candidly speaking, we haven’t done the work to define the strategic idea for the brand and ultimately the creative idea for the brand,” said Jonathan Mildenhall, Rocket’s
Mildenhall suggested Rocket may return with a Super Bowl ad next year. The lending giant
The Detroit-based lender also ran a Super Bowl Squares sweepstakes in past years, although it hasn’t yet advertised a new contest this year.
UWM, which
The two leading lenders retain strong sports ties. Rocket Cos. founder Dan Gilbert owns the Cleveland Cavaliers, while the company
UWM President and CEO Mat Ishbia meanwhile
The parent companies of Rocket and UWM were
Rocket’s first appearance during the big game caused a stir in 2016, when its advertisement for mobile mortgage applications
Advertisements for this year’s broadcast on CBS cost $7 million for a 30-second spot, and the coin toss-to-end of play window was sold out in early November, according to Ad Age. It’s unclear if any other mortgage player is airing a commercial, although given