Rocket Companies and Redfin on Thursday unveiled a Super Bowl commercial centered on community and the importance of neighborliness, marking the companies’ first shared national ad and Redfin’s first appearance in a Super Bowl broadcast since the company’s founding 20 years ago.
The 60-second spot, titled “America Needs Neighbors Like You,” will air during the second quarter of Super Bowl LX on Sunday.
Set to a reimagined version of Fred Rogers’s “Won’t You Be My Neighbor?” performed by Lady Gaga, the ad follows two teenage girls from different backgrounds whose lives intersect after major family changes.
“Moving is one of the most meaningful decisions a family can make,” said Jonathan Mildenhall, chief marketing officer of Rocket Companies. “In Rocket and Redfin’s first shared commercial, we see how changing friendships, new schools and rebuilding social circles can be incredibly difficult, especially for kids. The two teenage girls in our story show how kindness, when it shows up at the right moment, can turn a new place into a true community.”
The Rocket-Redfin campaign draws on data showing that nearly 40% of households with children relocate at some point, with about one in five moves tied to major family transitions such as divorce or family growth. More than 60% of parents of teenagers report that their children experience social anxiety related to moving.
At the same time, the companies also cited limited neighborhood familiarity, with only about one-quarter of Americans saying they know most of their neighbors by name. Still, nearly seven in 10 people say they have helped a neighbor or received help in the past year.
The ad is part of the second season of Rocket’s “Own the Dream” campaign, which made its debut during last year’s Super Bowl.
The commercial, directed by Henry-Alex Rubin, was created in partnership with Mirimar, Rocket’s creative agency of record, and Zenith, its media agency of record.
