For 15 minutes on Sunday, more than 130 million people were on the edge of their seats, watching Bad Bunny transform the Super Bowl 60 Halftime Show into the biggest party of the year, all while speaking and singing entirely in Spanish.
The Puerto Rican artist filled Levi’s Stadium in San Francisco, California with visual and sonic references of his homeland, from images of sugarcane fields, a cornerstone in Puerto Rico’s economy until the 20th century, to a real wedding that portrayed a variety of moments traditional of a Latin celebration.
Contrary to expectations, the artist refrained from overtly promoting specific brands, instead focusing on elevating Puerto Rican culture and Latino community on one of the most important stages in advertising.
Wearing a collared shirt and tie carrying the No. 64 designed by the Spanish brand Zara and launching a new custom sneaker with Adidas, the BadBo 1.0 in white, the artist did make some subtle nods to brand partners in his performance.
But more than anything, his halftime show sold millions of viewers on Puerto Rico itself, defining its history, creativity, and identity in a way that emotionally connected with a global audience.
Voy a llevarte pa’ PR
Bad Bunny anchored his performance with reggaetón hits like “Yo Perreo Sola,” “Safaera,” and “Voy a Llevarte pa PR” in his iconic casita, where Latin artists including Cardi B, Jessica Alba, Pedro Pascal, Karol G, and others joined the celebration.
To the Afro-Caribbean rhythms of “Titi Me Preguntó,” he launched a visual journey celebrating numerous moments of daily Caribbean life, from street food vendors to domino games and women getting their nails done at the salon.
“You’re listening to music from Puerto Rico,” he said in Spanish while standing in the casita, a set piece reflecting rural life on the island, which has become a centerpiece of his latest tour, transitioning into a section that paid tribute to key songs that helped elevate reggaetón to a mainstream musical genre.
The economic impact of Puerto Rican culture had already manifested from his concert residency on the island, generating an estimated $400 million for the country. But with this celebration of his homeland experienced by millions, Bad Bunny’s halftime show was a lesson in cultural storytelling marketers can learn from.
Despite the party, his portrayal of Puerto Rico didn’t shy away from the island’s challenges, like the energy crisis caused by decades of underinvestment in the power grid and the imposition of Americanization, both recurring themes in his work. His performance addressed these issues directly, as he performed from light poles while singing “El Apagón,” and as Ricky Martin, one of the first Puerto Ricans to break into the Anglo market, performed “Lo que le pasó a Hawáii,” a song that critiques the island’s colonial status.
