Once again Rocket Mortgage will advertise in the Super Bowl, this time featuring Lady Gaga singing a song meant to tug at the heartstrings.
The megastar will sing "Won't You be my Neighbor," the theme song from Mr. Rogers Neighborhood. The company wants to build upon the emotional foundation created with its commercial from last year's game, "Take Me Home Country Roads," which was followed by a live in-stadium sing along.
Redfin's scavenger hunt
This time, Rocket's ad campaign will incorporate the
The prize in this app-based scavenger hunt is a home valued at over $1 million.
Over the subsequent 48 hours, Redfin will release six app-exclusive prompts. The winner is the first eligible person to solve all six and identify the home.
Redfin partnered with Trevor Rainbolt, a geography and geoguessing creator, to design the game's clues.
Last year's game ad was effectively the launch of Rocket as a brand, noted Peter Giorgi, senior vice president of brand marketing, partnerships and creative excellence. The company began thinking about the next phase for this messaging in May, after looking at how people perceived Rocket as a brand.
When it went to its creative agency of record, Mirimar, Rocket knew it wanted to ground the message more in its lending products, Giorgi said.
"We wanted that to take a front seat," he explained. "We started looking at what people felt about their homes and what gave them pride in where they live."
What came about was the concept of neighborhood. The
Now when speaking with customers about what makes them happy about where they live, it's their neighbors and their neighborhoods, Giorgi said.
Thinking of Mister Rogers and neighborhoods
When this is the topic of discussion, what comes to mind is Fred Rogers and Mister Rogers Neighborhood.
"If Fred Rogers is timeless in his message and his appeal to people, how do we create something that is more timely and sort of the moment for the age we're living in?" Giorgi said. "Lady Gaga came to the front of everyone's mind as someone who could interpret what Fred Rogers sang about and what he stood for and make it relevant to 2026."
Fred Rogers Productions is naturally very protective about his legacy. So it made this a different kind of negotiations
Seeing the impact that Rocket has on communities in Detroit, Cleveland, Milwaukee and Atlanta, Giorgi believes went into their decision to allow the company to reimagine "Won't you be my Neighbor."
"We really did feel very fortunate when they allowed us to use the composition," he continued.
It will be the theme of Rocket's ad campaign throughout 2026. Later this year, it will be rolling out a version of the message for Rocket Pro and mortgage brokers in general, Giorgi said.
Is Homes.com back at the Super Bowl?
In addition, Homes.com, the Costar Group subsidiary which ran two separate ads in last year's game, also plans a spot, according to the Marketing Dive website.
Right now, Costar is
In the months following last year's game, Homes.com ran a campaign featuring the ads' stars, Dan Levy and Heidi Gardner.
Costar did not respond to any requests for confirmation or details about the plans for this year's game.
But the Super Bowl isn't the only big event where firms in the real estate business are advertising.
Zillow rolls out new campaign at the Grammys
At the Grammy Awards, which aired on Feb. 1, Zillow launched the Someday Starts Today campaign.
It is a new approach for the company, where it is not just focusing on moments of transaction. Rather, Zillow wants to resonate across the full home journey, supporting people who are actively moving today while also building belief and confidence among future movers.
"Everyone's home journey looks different, but progress is what moves it forward," said Beverly Jackson, vice president of brand and product marketing at Zillow, in a press release. "'Someday Starts Today' reflects our commitment to meet people where they are and recognize every step forward, because even small progress matters."
Zillow ran two spots, one 30 seconds and the other 15 seconds. pairing everyday moments with Florence + the Machine's "You've Got the Love." It was developed in partnership with 72andSunny.
The campaign is an expression of belief, said Bryan Rowles, chief creative officer at large for 72andSunny.
"Believing that your someday home, whether you are a renter or a buyer, is attainable," said Rowles. "It's also a call to action — to not just dream of home, but to build momentum toward making home a reality with the help of Zillow."
