Quicken Loans Taps Yogi Bear for Advertising

Phil Hall

Feb 28, 2018

When it comes to brand marketing, one might not immediately associate the speed and convenience of online mortgage applications with the slapstick antics of a felonious cartoon bear. However, Quicken Loans has recruited the beloved Yogi Bear and his sidekick Boo-Boo in a new advertisement highlighting the Online Mortgage product.

In the advertisement that debuted this week, Yogi is seen awakening from his hibernation at Jellystone Park and resuming his distinctive purloining of picnic baskets, sparking a chase by his apoplectic nemesis Ranger Smith. But while the advertisement’s narrator praises Yogi for being an expert in picnic basket snatching, he is chastised for lacking confidence in applying for mortgage.

At this point, Boo-Boo enters with a cellphone cued to the Quicken Loans app. With a few flicks of his finger, Yogi successfully applies for a 30-year fixed mortgage. The commercial ends with Yogi posing next to a large pile of empty picnic baskets outside of his cave—whether this is a new cave carrying a 30-year fixed mortgage is not clear, nor is it certain whether Fannie Mae or Freddie Mac will accept mortgages on ursine caves for the secondary market.

Yogi is the latest celebrity featured in Quicken Loans’ advertisements, joining recent spots featuring golfer Rickie Fowler and comic Keegan-Michael Key.

Link copied

Published

Feb 28, 2018

Analysis and Data

Resilient Labor Market Adds 339K Jobs In May

Despite 15% increase in new jobs from April, unemployment rate rises to 3.7%.

The U.S. labor market continues to defy efforts to slow the economy, adding a surprising 339,000 jobs in May, nearly double the expectations of economists, the government said Friday. Despite the biggest increase in employment since January, the unemployment rate rose by 3 ...

Regulation and Compliance

6 Federal Agencies Seek Comment On Proposed Rule For AVMs

The rule is intended to ensure the credibility and integrity of Automated Valuation Models.

Six federal regulatory agencies on Thursday requested public comment on a proposed rule designed to ensure the credibility and integrity of models used in automated real estate valuations.  The proposed rule would implement quality control standards for automated valua...