Bad Bunny’s Super Bowl Message Signals a Shift in American Pop Culture
“Together, We Are America” – the slogan that stole the indicate
When Bad Bunny finished his 13‑minute halftime set, he lifted a football that read “TOGETHER, WE ARE AMERICA.” The Puerto Rican star also said “God Bless America” and named every nation across North, Central, South and Latin America, including the United States and Canada. A massive billboard behind him declared, “The only thing more powerful than hate is love.” These visual cues turned a musical spectacle into a unifying political statement.
Why the performance mattered
Bad Bunny became the first artist to headline a Super Bowl halftime show entirely in Spanish, a fact highlighted by both BBC and USA Today. The set featured hits from his latest album DeBÍ TiRAR MáS FOToS, guest appearances from Lady Gaga and Ricky Martin, and cameo moments with Pedro Pascal, Cardi B, Jessica Alba, and several athletes. The show also included a nod to his mentor Daddy Yankee with a burst of “Gasolina.”
Future Trend #1: Spanish‑language headliners on the world stage
Bad Bunny entered the halftime slot as the world’s most‑played artist on Spotify in 2025 (BBC), proving that a Spanish‑language catalog can dominate global streaming charts. The success of an all‑Spanish halftime set suggests that future megas events—award shows, sports spectacles, and brand launches—will feel comfortable booking bilingual or fully Spanish acts, especially when they bring the same draw of record‑breaking streaming numbers.
Future Trend #2: Political and social messages become halftime staples
Bad Bunny’s football slogan and the “love over hate” billboard turned the halftime platform into a stage for advocacy. The performance arrived amid nationwide “ICE OUT” calls and his own anti‑ICE speech at the Grammys (JustJared). As audiences increasingly expect artists to leverage their visibility for social impact, we can anticipate more halftime shows that blend entertainment with concise, visual calls to action.
Future Trend #3: Brands targeting the Hispanic market will double down
The halftime audience spanned the United States and the entire Americas, a perfect match for brands seeking to reach the fast‑growing Hispanic consumer segment. The inclusion of culturally resonant set pieces—sugar‑cane stands, a pink “Casita,” and traditional Puerto Rican rhythms—demonstrates how a culturally specific aesthetic can capture mainstream attention. Expect future sponsorship deals to highlight bilingual messaging, Latin‑inspired visuals, and partnerships with artists who embody cross‑border appeal.
Did you recognize?
Bad Bunny handed a Grammy award to a young boy during the halftime show, turning a personal accolade into a moment of community celebration (USA Today).
Pro tip for marketers
When planning a campaign around a major live event, embed a simple, multilingual tagline—like “Together, We Are America”—on merchandise or visual assets. The phrase is effortless to translate, instantly inclusive, and has already proven its viral power on the Super Bowl stage.
Frequently Asked Questions
- What did the football say during Bad Bunny’s halftime show?
- It read “TOGETHER, WE ARE AMERICA.”
- Was Bad Bunny’s halftime performance entirely in Spanish?
- Yes, except for a brief English line “God Bless America” and the listing of American nations.
- Which artists appeared as guests on the Super Bowl stage?
- Lady Gaga and Ricky Martin performed, although Pedro Pascal, Cardi B, Jessica Alba, and several athletes made cameo appearances.
- Did Bad Bunny face criticism before the show?
- He received backlash for performing exclusively in Spanish and for questions about his immigration status, though he is a U.S. Citizen (JustJared).
What’s next?
Bad Bunny’s halftime moment may be the blueprint for the next wave of culturally rich, bilingual performances that blend entertainment with advocacy. Brands, event producers, and artists alike should watch how this blend of music, message, and multicultural visual storytelling reshapes the expectations of American audiences.
What do you think the next halftime show will look like? Share your thoughts in the comments, explore more music news, and subscribe to our newsletter for the latest cultural trends.
