Agency: Highdive, Rocket Mortgage In-House
Director: Ole Sanders
In a highly competitive housing market, the idea of buying a dream home had become increasingly out of reach for many. The Barbie Dreamhouse Super Bowl LVI campaign set out to meet that reality with empathy and humor—using Barbie’s iconic world to reflect the tension between aspiration and modern home-buying challenges.
The film reimagined Barbie’s familiar pink fantasy against a backdrop of real-world obstacles, from bidding wars to cash-flush speculators. Starring Anna Kendrick alongside Barbie and friends, the spot followed Barbie’s pursuit of her Malibu Dreamhouse—with Rocket Homes and Rocket Mortgage positioned as trusted partners helping turn aspiration into possibility.
Airing during Super Bowl LVI, the commercial resonated because it balanced levity with cultural truth. By grounding the story in shared frustration and optimism, the work invited audiences to see themselves in the narrative—using humor not as escapism, but as a way to acknowledge real tension while offering reassurance.
To support the broadcast moment, a series of teaser videos and social-first extensions rolled out across Twitter, TikTok, Facebook, Instagram, and YouTube. Each execution was designed to feel cohesive and intentional, extending the story through Barbie’s visual language and tone while maintaining clarity and consistency across platforms.
The campaign also extended into the physical world through a large-scale out-of-home installation in downtown Detroit. A 98-by-137-foot billboard illuminated the Cadillac Building overlooking Campus Martius, anchoring the moment in Rocket Mortgage’s hometown and reinforcing the campaign’s presence long after game day.
The work was widely recognized for its cultural relevance and creative clarity, earning the top spot on USA Today’s Ad Meter and strong praise across industry and academic rankings. More importantly, it demonstrated the power of using a trusted cultural icon to tell a story that felt timely, human, and grounded—bridging fantasy and reality in a way audiences could relate to.
