Hoda Kotb gave her TODAY co-host Jenna Bush Hager a not-so-secret “secret signal” while co-hosting the 2024 Macy’s Thanksgiving Day parade.
Earlier this week, Jenna revealed that Hoda, who is hosting her final Thanksgiving parade before she leaves TODAY in early 2025, would have a special signal for her during the parade on a Nov. 27 episode of TODAY with Hoda & Jenna.
The signal was inspired by the music video for the song “RockaFellaCenta” by Matt Rogers and Bowen Yang, in which Hoda and Jenna make a guest appearance.
In the video, Yang shimmies and shakes his arms in front of him when Rogers calls out Jenna. Meanwhile, Rogers and Hoda stand in front of a TODAY with Hoda & Jenna graphic.
Hoda re-created her version of the move, with a double-fist-pump, for Jenna on their Nov. 27 episode of TODAY.
During the 2024 parade, viewers could see Hoda gives the signal to Jenna while 600 cheerleaders performed a routine to Chappell Roan’s “Hot To Go” as part of the Spirit of America Cheer performance.
Hoda gave the secret signal a second time while Australian singer Kylie Minogue performed “Can’t Get You Out of My Head,” even getting her co-host Savannah Guthrie to join in.
It isn’t the first time Hoda has given a secret signal while on camera during the parade.
For years, Hoda has given a hidden message to her children, Haley and Hope. “Every year I do a signal for my kids so that they know that mom is looking at them,” Hoda told Jenna Bush Hager during TODAY With Hoda & Jenna on Nov. 22.
In past years, Hoda has tugged her ear on camera to give a signal to her daughters at home watching the parade. “Told Haley I would give her a secret signal from parade to say I love you!” tug on my ear a la @carolburnett),” Hoda wrote on Instagram in 2020.
Last year, before the 2023 Macy’s Thanksgiving Day parade, Hoda revealed her daughters had asked her to blow a kiss to them. Hoda also shared she had another special signal to give out, but this time for her TODAY co-host Jenna Bush Hager.
Hoda and Jenna came up on the secret signal together, but told no one what the signal was. During the parade, while her co-host Savannah Guthrie was speaking, Hoda quickly rubbed her teeth with her finger, as if to wipe lipstick off, while on camera.
“What I usually do for Jenna, and she does for me too, is on the air and before we go on, usually there’s lipstick right here,” Hoda said, pointing to her teeth. Jenna said no one knew about the signal, not even Savannah, who was surprised when Hoda made the motion while they were on camera.