Rocket Mortgage used a different star and far different approach to snatch the same honor in consecutive years — king of USA TODAY’s Ad Meter.
The mortgage and homebuying giant leaned on the lively charisma of Anna Kendrick to corral voters and claim the top spot for Super Bowl 56 with “Dream House,” in which Kendrick and a cadre of kids help Barbie settle on her forever home.
The 60-second spot — an eight-figure investment with ad rates going for $6.5 million for 30 seconds — scored a 6.82 rating among voters, edging out Amazon’s “Mind Reader,” which registered a 6.78. Ad Meter, in its 34th year, ranks commercials by consumer rating with panelists scoring each ad on a 1-to-10 scale.
This time, under the rebranded Rocket Homes and Rocket Mortgage, it was Kendrick, star of the “Pitch Perfect” musical comedy trilogy and other merry cinematic romps, lending her charms and social media clout to the cause.
With VFX & Colour by The Mill. Colourist – Oisin O’Driscoll.