Rather than resolving the tension with a single dramatic moment, McKelvey said the film leans into restraint. “Kindness is the simple answer,” he said. “And somewhere along the way, kindness got put in a bucket of being naive or woke. And it’s none of those things.”
The 60-second spot is scheduled to run in the second quarter, in the final commercial break leading directly into the halftime show, where Bad Bunny is set to perform.
Moments after the ad airs, Redfin will launch “The Great American Home Search,” a 48-hour scavenger hunt inside the Redfin app that challenges players to identify the home featured in the commercial using six app-exclusive clues. The first eligible participant to solve them all wins the house, valued at more than $1 million.
Mildenhall described the activation as an extension of the same philosophy driving the creative.
“Today’s consumers across every demographic are seeking meaning and participation, not just messages,” he said. “The Great American Home Search is not just an activation. It’s an idea big enough to change the life of one American family.”
