Following last year’s rebranding from “Morgan” to “Angel Ai,” Sun West Mortgage Company is once again showcasing its artificial intelligence platform with its second annual Super Bowl Ad. The ad, through a combination of a national Spanish-language network and regional television stations, could potentially reach 20 million viewers.
This year’s ad, in Sun West CEO Pavan Agarwal’s words, “is actually a continuation of the story that we started last year.” The 2024 ad shows a couple visibly stressed about wanting a home and then coming across the 2023 Super Bowl ad. The same ballerina crawls out of the TV and comes face to face with the couple, guiding them on how to log on to Angel Ai’s interface and start their inquiries.
“This is a very big brand that will last generations. Therefore, we are very thoughtful about the narrative and planning for the long game,” Agarwal continued. He said this year’s ad was "cost-effective," but declined to share the total cost.
Andrew McLean, the founder of media consulting agency Inventus Media, says that the new ad will be shown on Univision – an American Spanish-language free-to-air television network owned by TelevisaUnivision and the United States' largest provider of Spanish-language content – and several CBS local markets, including New Orleans and Puerto Rico.
“We expect 20 million people will see this television ad whose focus is groups who have not been served by the industry and that deserve access to the fair lending Angel Ai delivers,” said McLean. “The television spot was filmed in Florida with animation and special effects added in Australia, India, and Chicago, making it a true global team project. It gracefully integrates live action and animation and shows a couple with an all too familiar dilemma finding Fair Lending and a solution from Angel Ai's technology.”
In an exclusive statement to NMP, Agarwal wrote, "In 2024, the industry still has the mindset of 1924. It seems almost daily there's another headline about shenanigans conducted by industry participants against minorities and the vulnerable. February 11th, 2024 will be remembered as the day Angel AI shatters the tyranny of an oppressive industry that is void [of] vision and technology. FAIR LENDING NOW!"
Last year’s ad showcased the product formerly known as “Morgan” and aired in Puerto Rico, Dallas, Nevada and Los Angeles. In an attempt to characterize Morgan as an empathetic personal assistant, the commercial portrayed the product’s logo, a drawing of a ballerina, dancing across the screen. At the same time, a voiceover explained how the product could ease financial transactions and promote fair lending.
Other top dogs in the mortgage industry, like Rocket Mortgage and United Wholesale Mortgage (UWM), who have produced top-flight ads in the past, are not doing ads during Super Bowl LVIII. In an interview with Ad Age, Jonathan Mildenhall, Rocket Companies’ newly-appointed chief marketing officer, said Rocket is sitting out for ads this year during the big game. “We’re not ready to be in the Super Bowl this year because, candidly speaking, we haven’t done the work to define this strategic idea for the brand and ultimately the creative idea for the brand,” Mildenhall said, adding that the company might be back next year with a fresh advertising campaign.
The lending company consistently enlisted famous personalities for five commercials between 2016 and 2022, garnering advertising accolades in both 2021 and 2022. Per the Sports Business Journal, Rocket maintains its status as the NFL's official mortgage partner.
A spokesperson from UWM confirmed that the Michigan-based lender wasn't producing an ad this year. A statement read, "We carefully review and analyze our marketing budget to determine where our funds are best spent and what makes the most impact. From a consumer standpoint, our goal is to help borrowers save thousands of dollars on their mortgage by connecting them with an independent mortgage broker in their area. While the Super Bowl is a great way for some brands to increase brand awareness, we've identified other marketing and advertising efforts for 2024 that we believe will be more impactful, starting with the rebrand[ing] of our consumer-facing website to mortgagematchup.com."
