Photo source: Rocket Companies
The fintech and homeownership services company Rocket Companies is returning to the Super Bowl for the second consecutive year, this time in collaboration with its sibling brand Redfin. The campaign combines emotional storytelling with a large-scale audience activation, focusing on the idea of neighbourhood, community and the process of finding a home.
The spot shows a family moving into a new neighbourhood and facing initial reserve from neighbours. The tension gradually eases when the family helps after a storm knocks down a tree on a neighbour’s property and when they take part in the search for a lost dog.
As explained by John McKelvey, founder and chief creative officer at Mirimar, the aim was to portray the diversity of American communities through the casting of Latino and white families, while also emphasising how simple acts of neighbourliness can bridge differences. The spot features a reinterpretation of “Won’t You Be My Neighbor?” performed by Lady Gaga, who also appeared in the campaign’s previously released teaser.
Creative and media execution is led by Rocket’s agencies Mirimar and Zenith, with the film directed by Henry-Alex Rubin.
Audience activation through a home search
Immediately after the ad airs, Redfin launches “The Great American Home Search” – a nationwide activation involving a search for a home valued at more than $1 million.
Within 48 hours after the Super Bowl, the Redfin app will release six challenges requiring the use of its real estate search tools. The first eligible participant to identify the home hidden in the ad will win it as a prize. The project was developed in collaboration with geoguessing content creator Trevor Rainbolt.
According to Jonathan Mildenhall, CMO of Rocket Companies, the goal is to connect the campaign narrative with concrete audience participation, as brands that pair Super Bowl advertising with additional activation often achieve stronger business impact.
This campaign comes a year after Rocket’s Super Bowl effort “Own The Dream,” which concluded with a stadium-wide singalong of “Take Me Home, Country Roads,” generated nearly 250 million social media views and won a Cannes Gold Lion in 2025.
