Lady Gaga Brings a Message of Community to Rocket and Redfin’s Super Bowl LX Teaser
ENTERTAINMENT
View behind-the-scenes footage of the creation of Lady Gaga’s rendition of “Won’t You Be My Neighbor?”
As Super Bowl advertising evolves, emotional resonance is taking center stage over spectacle. Rocket Companies embraced that shift with the release of a Super Bowl LX teaser featuring Lady Gaga’s soulful reimagining of Fred Rogers’ “Won’t You Be My Neighbor?,”a collaboration designed to feel less like an ad and more like a moment of shared connection.
The campaign marks a significant milestone: it is the first time in Redfin’s 20-year history that the real estate tech leader will appear on the Super Bowl stage.
The Anthem of Advocacy
Lady Gaga, a 14-time Grammy winner currently nominated for seven 2026 awards (including Album of the Year for MAYHEM), is an artist who has built her career on championing individuality and kindness. Her emotional authenticity brings a modern, poignant life to a song that has always been about care and community.
“Mr. Rogers was for generations a heartfelt presence for children and families all over the world,” said Lady Gaga. “I was honored... to reimagine his beloved classic. I hope you sincerely enjoy this as much as I did.”
From "Owning the Dream" to "Living the Neighborhood"
This campaign builds on the momentum of Rocket’s 2025 "Own the Dream" spot, which earned a Cannes Gold Lion for transforming a 60-second ad into a massive in-stadium singalong of John Denver’s "Take Me Home, Country Roads." While that campaign focused on the journey to a home, the 2026 evolution focuses on the place we arrive together.
By bringing Redfin into the narrative, Rocket is broadening the story from a single house to an entire neighborhood. “America is at its best when we are neighborly,” said Jonathan Mildenhall, Chief Marketing Officer at Rocket Companies. “This work is about reviving belief in the American Dream and reminding people that finding a home and a community is still possible.”
The "Trust Layer" of Homeownership
The brands winning the real estate race aren't the ones with the most listings, they are the ones with the most Cultural Capital. Rocket and Redfin’s partnership is a masterclass in Emotional Infrastructure.
For the Homeownership Economy, the lesson is clear: in an era of digital isolation, the ultimate luxury is Neighborliness. By aligning with the values of Fred Rogers and the advocacy of Lady Gaga, Rocket is positioning homeownership as an act of civic engagement. In the Relationship Economy, the winner is the brand that doesn't just sell you a roof, but invites you into a neighborhood.