Bad Bunny Halftime Show Campaign

The decision to have an artist headline the halftime show predominately in Spanish triggered significant debate that grew in the months leading up to Super Bowl. Over four months, the campaign met that tension with joy by staying true to his Puerto Rican roots and inviting the entire world to dance. Leveraging every part of Apple Music’s ecosystem— exclusive on-platform content, owned social, paid digital, press conference, and more— we positioned music as a universal language that bridges any barrier, leaving a lasting impact on his biggest fans, and new fans, globally.