Skip to main content

Nations Lending Teams Up With NBA Legend Dennis Rodman On Integrated Brand Campaign

Dec 06, 2021
Screenshot from Nations Lending commercial featuring Dennis Rodman.
Director of Events

Nations Lending, a full-service national mortgage lender, announced the launch of its first integrated brand campaign starring NBA Champion and All-Star Dennis Rodman.

In Nations Lending's “The George Treatment,” Rodman goes head-to-head with George the pug – only to realize that George is getting the spotlight and pampered star treatment while Rodman goes unnoticed. The privately-held national lender, which has grown considerably with more than 120 branches and triple-digit YoY loan volume growth, according to a press release.

The campaign will initially run in the Dallas-Fort Worth market before expanding nationally. Media will run across out-of-home (OOH), linear broadcast, over-the-top (OTT), social, and programmatic channels. Dallas' Victory Park, Grandscape Mall, and transportation corridors will feature animated spots while office building elevators and reception areas prominently showcase the star of the show – George.

“You shouldn't have to have 10 million Instagram followers to get treated like you matter, particularly when you're buying a house,” said Joshua Kruger, creative director at Nations Lending.

Nations is also running 30-second linear spots in the Dallas-Fort Worth metropolitan DMA, with commercials airing on ABC, CBS, NBC, ESPN, CNN, and The NFL Network, among others. Spots will run in primetime slots as well as throughout the morning and evening. 

“I think it's a situation in which many of us can relate living in a world of social media influencers and digital stars,” said Zach Pardes, vice president of Marketing at Nations. “And when you're dealing with people's money and homes, you absolutely want to work with a company that is invested in your experience."

Nations Lending states that it retains nearly 100% of its mortgage servicing rights and believes it is the the only way it could ensure a quality end-to-end experience for borrowers.

About the author
Director of Events
Navi Persaud is Director of Events at NMP.
Published
Dec 06, 2021
Thrive With A Focus On Consumer Experience

Today’s borrowers expect a simple, fast, and convenient online process

Mar 18, 2024
Success Comes From Challenging The Status Quo

Be prepared, though, to weather storms of criticism and self-doubt

Mar 18, 2024
Clueless

Originators beg for training, few firms deliver

Mar 01, 2024
Meet a New Generation Of Spring Buyers — Gen Z

As the oldest Gen Zers turn 27, it’s time to pay them more attention

Feb 29, 2024
Hack The Funnel

A "likes" to "leads" to "loans" strategy to get the borrower first

Feb 29, 2024
Navigating The Real Estate Landscape

A SWOT analysis for mortgage brokers could be a valuable tool

Feb 29, 2024