Be yourself at home
I stuck to the old format for this assignment - using the same 5 questions that we used for the semester. This was a tough week at work as we just found out our FTE for next year so I wanted a nice, fluffy advertisement to deconstruct. I chose this Rocket Mortgage advertisement because it is one that I remember from the super bowl a few years back. When I googled “rocket mortgage ad", this Barbie one came up as well. I found both to be quite entertaining.
Who created this message?
Rocket Mortgage is a mortgage loan provider headquartered in Detroit, Michigan. It is the largest online retail mortgage lender and the largest overall retail lender in the US. Rocket Mortgage relies on wholesale funding instead of deposits to make its loans (I don’t fully understand this process). It was formerly Quicken Loans LLC.
What creative techniques are used to attract my attention?
Rocket Mortgage used two well-known, super cool celebrities - Jason Momoa and Lisa Bonet to attract viewers attention. The ad uses humor and surprise.. Jason Momoa often plays the strong manly man characters in his shows- Game of Thrones, Aquaman, Braven, Frontier, Justice League, Wolves etc.. It’s a surprise when Momoa takes off his fake muscles, abs and hair.
How might different people interpret this message differently than me?
Another reason why I chose this ad was because when I originally watched it with my husband, he said, “This ad is so offensive to men. If we’re not ripped with luscious hair, we’re undesirable?” He was joking. Not joking.
What viewpoints or world views are included or left out of this message?
The ad doesn’t have much socioeconomic diversity. Jason Momoa and LIsa Bonet are very wealthy celebrities. Jason Momoa is shown driving his expensive SUV, pulling into his California mansion. He’s “working out” in his home gym. The ad is directed toward people who can afford to buy their own home.
Why is this message being sent?
This ad is being sent because these companies make a lot of money if you decide to use their company to purchase or refinance your home.