{"id":10568,"date":"2026-02-17T01:52:11","date_gmt":"2026-02-17T06:52:11","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/02\/17\/the-best-spot-of-the-super-bowl-la-latinidad\/"},"modified":"2026-02-16T16:49:43","modified_gmt":"2026-02-16T21:49:43","slug":"the-best-spot-of-the-super-bowl-la-latinidad","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-best-spot-of-the-super-bowl-la-latinidad\/10568\/","title":{"rendered":"The Best Spot of the Super Bowl: La Latinidad"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Alejandro Oszust, Head of Strategy at Orci<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Bear with me here\u2014Bad Bunny delivered the best ad of the Super Bowl. Not the best halftime show (who cares about that ranking?), but the best\u00a0<em>ad<\/em>.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Why?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Because his show was conceptual from beginning to end. Something that many agencies\u2014and even more clients, for sure\u2014have forgotten. They&#8217;re too busy playing celebrity arms races with their competitors and cranking out dad jokes masquerading as 30-second scripts that say absolutely nothing.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Bad Bunny&#8217;s show centered on one concept:\u00a0<strong>\u201cThe only thing more powerful than hate is love.&#8221;<\/strong>\u00a0And he delivered it in a genuinely creative way.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Throughout the 13-minute performance, you caught Latino insight after Latino insight\u2014the kid sleeping across two chairs, the domino, the boxers, the vendors\u2026 all the cultural cues about how Hispanics live, and of course the party vibe that, well, is just our lifestyle.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Following Advertising 101 (show your brand in the first three seconds), the show opened with &#8220;qu\u00e9 rico es ser latino.&#8221; Boom. Right and center. This is about being Latino.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Then, like every other Super Bowl ad, he brought out celebrities to dance in his iconic &#8220;casita.&#8221; But unlike most of Sunday&#8217;s spots, the celebrities actually served a purpose: we are here, we are together and we will continue to have fun. They weren&#8217;t just stupid attention grabbers. In fact, many people didn&#8217;t even recognize some of them because the camera was fast.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In fact, Bad Bunny gave more screen time to To\u00f1ita, the owner of a social club in New York, than to Pedro Pascal.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Another lesson from Bad Bunny that marketers seem hellbent on ignoring: keep it real. And he went all-in, celebrating an actual wedding\u2014the ultimate commitment to love, which was, you know,\u00a0<em>the entire concept at the core of his message<\/em>.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To close it out and hammer the message home, Bad Bunny yelled &#8220;God bless America&#8221;\u2014meaning\u00a0<em>all<\/em>\u00a0the countries on our continent, including the U.S.\u2014before taking the party elsewhere with &#8220;DtMF.&#8221;<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Think I&#8217;m being too Latino or exaggerating? Consider this: after Bad Bunny&#8217;s performance ended, the Super Bowl lost 1.6 million viewers. That means this year, a lot of people weren&#8217;t sticking around for celebrities cracking corny jokes or even for the two teams that should&#8217;ve been the main event (?). Those 1.6 million viewers were\u00a0<em>only<\/em>\u00a0waiting for those 13 minutes. Which also means if your spot ran after halftime, congrats\u2014you may have just lit a pile of money on fire.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I don&#8217;t expect you to agree with me about the Bad Bunny show. Honestly, I&#8217;m not even a huge fan of his. But I\u00a0<em>am<\/em>\u00a0a huge fan of good communication\u2014the kind that feels real, with a core conceptual message that connects the brand to its audience and gets real people (not just us ad nerds) talking about it.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And that&#8217;s something the industry desperately needs to remember.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bear with me here\u2014Bad Bunny delivered the best ad of the Super Bowl. Not the best halftime show (who cares about that ranking?), but the best\u00a0ad.<\/p>\n","protected":false},"author":7,"featured_media":10569,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-10568","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Best Spot of the Super Bowl: La Latinidad | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-best-spot-of-the-super-bowl-la-latinidad\/10568\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Best Spot of the Super Bowl: La Latinidad\" \/>\n<meta property=\"og:description\" content=\"Bear with me here\u2014Bad Bunny delivered the best ad of the Super Bowl. 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