The 2026 Super Bowl halftime show had many viewers dancing — and just as many Googling lyrics and visual references. When Bad Bunny closed the set by shouting “God Bless America” and then listing the nations of the Caribbean, Central, and South America, he subtly expanded what the word American can mean — without sacrificing cultural specificity.
Beyond the spectacle, there was a deeper lesson about identity and audience.
We often fall into the trap of trying to speak to everyone. But the halftime performance demonstrated something counterintuitive: everything doesn’t have to be made for everyone. In fact, hyper-focused specificity, paradoxically, may be what allows something to resonate widely.
By leaning unapologetically into Puerto Rican identity, Bad Bunny reached a wider and more engaged audience than any attempt at generic “broad appeal” could have.
Specific as Universal
Beyond the scale and production, the performance succeeded because it presented culturally specific imagery that spoke to universal human themes.
The sugarcane fields, jíbaros, and exploding power lines evoked colonialism, struggle, and resilience. The casita, perreo, and piragua embodied joy, freedom, and the safety of home. Even the wedding party became a simple but powerful symbol of love and family — concepts that transcend language.
The show was not an appeal for assimilation. It was an assertion of presence.
When Bad Bunny declared at the Grammys, “We are Americans,” it wasn’t a rejection of identity. It was an expansion of it — an acknowledgment that cultural sovereignty and national belonging can coexist.
One of the most powerful moments was the elevation of Nuyorican culture. Seeing Toñita, the legendary proprietor of Brooklyn’s Caribbean Social Club, share the stage with global icons like Lady Gaga and Ricky Martin illustrated something larger: the “local” and the “global” are no longer opposites. Community can scale.
The Ripple Effect
The industry followed. The commercials surrounding the game signaled a clear shift toward what might be called a “Spanish-first” moment. From Owen Wilson’s appearance in a Telemundo spot to Melissa McCarthy’s telenovela-inspired campaign for e.l.f. Cosmetics, brands found broad relevance through culturally specific storytelling.
Even the inclusion of Puerto Rican artist Young Miko in a Pokémon commercial suggested something larger: what once may have been considered niche now appears central — not just culturally, but commercially.
A Mirror and a Window
Great art functions as both a mirror and a window.
For Puerto Ricans and the Latino community, this performance was a mirror — reflecting history, joy, struggle, and pride. For others, it was a window into a culture often simplified or sidelined.
That duality is what made the performance resonate globally. Authenticity has a way of traveling further than we expect. And specificity, rather than limiting reach, often expands it.
And perhaps the most important lesson for brands and leaders alike is this: when you know exactly who you are speaking to, you often end up reaching far more people than you expected.
