Superbowl Ads Play it Safe while Bad Bunny Takes Risks
What brands can learn from the Benito Bowl
Like everyone else in the ad game, I spent the day after the Super Bowl doing a post-mortem. At work we talked about what we liked, what we hated, and why most of it felt... fine. Just fine. Definitely some great ads but not sure many of us talked about anything "Super Bowl worthy" especially in a time that feels like there is so much to talk about. It’s a trend that’s been brewing for a few years now. Then, a friend-colleague asked a great question…“Why aren’t we getting brands or ads that take more risks during the SB?” That’s a profound question. Why has it felt like brands and the ads have become more safe and bland as of late?
What I did notice is that all the convo on Superbowl seemed to be around the halftime performance from Bad Bunny. Do people even know who won the game?
It’s now been confirmed that Bad Bunny’s historic, Spanish-only Super Bowl performance shattered viewership records. Honestly, I’m not surprised. Every March at the Houston Livestock Show and Rodeo, we see this play out in real-time. The Rodeo brings in massive names from every genre, but without fail, Go Tejano Day (our Latin/Tejano night) is the one that consistently breaks attendance records. To this day, Los Tigres del Norte still hold the all-time crown from 2019. It’s a simple truth: our gente always shows up.
Make no mistake, the NFL did not choose Bad Bunny to make a political statement. They didn’t do it to take a stand on immigration or social issues. They chose him because it’s good for business. Whether you look at streaming numbers where he is number one globally, his record-breaking tours, or his historic dominance on the charts, Bad Bunny outperforms every other musician on earth by the metrics that matter most. U.S. Latino spending power currently sits at $3.4 trillion. Over 45 million Americans speak Spanish at home. To put it another way, the NFL isn't propping up the Hispanic community. The Hispanic community is propping up the NFL.
Outside of the NFL knowing their growth audience, what can brands learn from the Bad Bunny Effect?
Find your audiences “cultural winks” and be proud about it
I often talk about “cultural winks” at work, and Bad Bunny’s show was full of them. The Taquero from LA, the Piragua stand (the beloved shaved ice treat found across the island), the boxing nods to Puerto Rico’s rich ring tradition, and my personal favorite: the kid sleeping on chairs at the party. That is a scene most latino families can resonate with. You can only get away with this when you realize you can’t be all things to everyone. Bad Bunny wasn’t trying to be appeal to every single person out there. He wasn’t afraid about alienating a particular segment. He was being uniquely himself, and because of that, he resonates with the masses
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Lead with purpose rather than play it safe
Bad Bunny chose purpose over the "safe" play. Instead of performing just to entertain, he used the Super Bowl stage to express identity, history, and pride. He trusted that authenticity would connect even if it challenged expectations. It worked, because people respond to work that stands for something. The same is true for brands. Marketing that resonates has a point of view, takes a risk, and says something real. When brands lead with authenticity, they make audiences feel seen, not sold to. That is how work moves from being noticed to being remembered.
Build the Narrative, Not Just the Spot
Bad Bunny didn’t just play his hits… he took us on a journey. It was a narrative that moved from the sugar fields to the streets he grew up on, eventually leading to him handing a Grammy to his younger self. All banded by togetherness. We can do that with our marketing, too. A single TV commercial should be part of a larger story, not the entire thing. Don't just show them a product, bring your audience along for the ride.
Overall, his halftime performance was a massive display of cultural pride and unity at a moment when the Latin community truly needs it. Sometimes it’s also about timing. Right now, many in our community are feeling unwanted, anxious, or just plain angry. Even though the set was entirely in Spanish, the music seemed to transcend language, pulling the country back toward a sense of togetherness that has been missing for a long time.
As a Mexican American myself, I cannot help but think about our ancestors and the not‑so‑distant generations who were forced to hide their Spanish, to assimilate, and sometimes simply to survive in this country. I think about what it cost them, and I wonder how proud they would be to see this moment. An artist like Bad Bunny, standing on the world’s biggest stage, performing entirely in Spanish. And for Puerto Ricans, their language, their culture, no longer hidden or softened, but celebrated. This moment is not just entertainment. It is proof that what once had to be suppressed can now stand boldly in the light. And that is something to be proud of.
