I'm Not a Bad Bunny Fan & Other Super Bowl Halftime Learnings

Bad Bunny holds up football at Super Bowl LX that says "Together We Are Stronger."

What we saw last night during the Super Bowl, wasn’t just the dominance of the Seahawks over the Patriots to win, but what happens when you lead with heart.

Benito Antonio Martínez Ocasio, AKA Bad Bunny, was fresh off a historic Album of the Year win at last week’s Grammy Awards, the first for a Spanish-language artist.

Apple and the NFL could not have bet on a better figure to bring viewers together for a historic telecast, the most watched in History at ~135 million viewers.

Watch the entire performance below.

Watching the set design and staging, you could see the sugar cane fields, the daily moments on the island including persistent issues with electricity (pointed power-grid staging of “El Apagón,”) to joyful family gatherings, foods, like the Nuyorican legend Toñita serving shots next door to a barbershop, as well as rhythms and all the senses were activated.

It was impossible to soak in the vision without feeling the JOY.

As someone from the “island” (Dominican Republic) myself, who became a U.S. Citizen, I live my daily life between worlds. Switching language, references and elements of my personality to navigate the needs of work, friends and family that are spread across the U.S.A. and beyond. I carry this both dutifully and understanding that I operate at the behest of the “other” as a form of survival.

I am admittedly not a “fan” of Benito’s but I am an admirer of his because it’s important to me, to recognize and celebrate others.

Benito occupies the top spot at the pinnacle CULTURE. His is a relatively new career built on the shoulder of many who came before him, including Ricky Martin who relied on “cross overs” to wield power within the U.S. Entertainment industry. A similar example to my own professional trajectory. However, Benito has unapologetically centered his primary language (Spanish) alongside his roots to connect with listeners around the world. His story is one that shows what “authenticity” can be and that it is in fact a key ingredient to success.

Bad Bunny’s performance wasn’t just a musical set, it was cultural storytelling (fields, family, food, struggles like grid outages, community scenes). That made the moment felt not just seen.

His show reminded me of the powerful Kendrick Lamar Super Bowl Halftime extravaganza, which underscored political tensions in the U.S.

In a particularly poignant moment, Benito called out, “God Bless America,” and proceeds to detail all the countries that make up America, including: Chile, Argentina, Uruguay, Paraguay, Bolivia, Peru, Ecuador, Brazil, Colombia, Venezuela, Guiana, Panama, Costa Rica, Nicaragua, Honduras, El Salvador, Guatemala, Mexico, Cuba, the Dominican Republic, Jamaica, Haiti, Canada, Puerto Rico and the U.S.

Displaying “Together We Are America,” Benito underscored his advocacy for inclusivity, which he proved on stage last night.

Bad Bunny’s set featured appearances from Lady Gaga, who performed a salsa‑style rendition of “Die With a Smile,” the salsa era we didn’t know we needed. Gaga wore a blue dress by Raul Lopez of LUAR, a designer of Dominican descent.

Lady Gaga as guest during Bad Bunny's Super Bowl LX Halftime Show, wearing a look from LUAR.

Ricky Martin, who joined for “LO QUE LE PASÓ A HAWAii.”

Other celebrities, including Cardi B, Karol G, Young Miko, Pedro Pascal, Alix Earle, and Jessica Alba, celebrated from “La Casita.”

Bad Bunny didn’t dilute who he is, instead he leaned deeply into his language, culture, and personal story, even on one of the most mainstream global stages in entertainment. Marketers that spent time focused on the commercials can learn significantly from studying Bad Bunny.

Specifically, brands can see his as a case study in:

• Being unapologetically real: Authentic narratives resonate because they are real, not generic. Audiences increasingly reject watered-down, “vanilla” campaigns, even in mass media

  
  

• Crafting cultural narratives, not commercials: Don’t just sell, tell culture. When brands act as culture curators or contributors, they tap into shared meaning. Viewers remember how they felt long after they forget an ad spot

  
  

• Centering inclusivity to connect and engage with audiences: Inclusivity extends beyond diversity checklists, it’s about shared belonging. When audiences feel seen and included, they not only engage, they self-advocate for your brand

  
  

• Using cross-cultural storytelling for global resonance: Don’t treat “global” as just a translation exercise. Think in cultural narratives. Build experiences that are native to cultures, not translated for economies. Respect local context while thinking globally

  
  

• Choosing partners whose values extend brand identity: the NFL and Apple didn’t just pick a headline act, they chose someone who would amplify brand relevance to a growing and influential audience segment. The NFL’s choice was at least as much a growth strategy as an entertainment decision. Strategic partnerships should unlock new audiences and new cultural meaning, not just celebrity endorsement

  
  

• Prioritizing emotional impact: Emotional impact is a leading indicator of shareability and memory retention

  
  

• Leading with heart as a strategic differentiator: When a brand invests in meaningful human experience rather than superficial metrics alone, audience resonance often follows

Pedro L. Rodriguez,

Founder, PLR Group Inc.