Bad Bunny = good money
The Super Bowl LX had the defense-oriented Seattle Seahawks win over the inexperienced New England Patriots, thereby getting their second Vince Lombardi triophy in franchise history. Perhaps, the Vatican connection had worked this time.
It’s always a marketing success for the NFL when it comes to Super Bowl halftime shows, commercial launches and concession stand prices. Merchandise ranges from $6 chips to $8 bottled waters to $19 beers to $36 team-inspired cocktails. If you really get hungry, the 5-pound, $180 LX burger waits for you, which was meant to feed four. Plus tax and maybe some tips, it sets you back $200, $50 per person. Reportedly, only 200 of these ridiculously priced burgers were available. At a conservative conversion rate of p56 to a dollar, will you be paying p2,800 for a burger?
With the game played at the Levi’s Stadium, butts covered in Levi’s jeans naturally paraded on the TV screens, confirming it as a jeans brand icon. There’s the Pepsi commercial with two polar bears seen kissing on the kiss cam, and instead of hiding like in the Coldplay kiss cam moment, they raised their Pepsi cans for the world to see.
The beer wars naturally had stars pitching their talents. Michelob Ultra has Kurt Russell as a ski instructor. Not to be outdone, Bud Light had singer Post Malone, comedian Shane Gillis and football hall of famer Peyton Manning literally falling over a hill chasing a runaway beer keg.
The star of the show? It’s Benito Antonio Martinez Ocasio, popularly known as Bad Bunny, with surprise appearances from Lady Gaga and Ricky Martin. The Puerto Rican, showcasing Latin American culture, was the first halftime show performer in Super Bowl history to do his sets entirely in Spanish.
I didn’t understand the words coming out of Bad Bunny’s mouth, but that was a fun 12 minutes, with an actual wedding taking place on the stage in between performances, officiated by a local pastor from Sacramento. His ‘Benito Bowl’ merchandise sold out long before halftime.
He gave tribute to another Puerto Rican icon, former NBA player JJ Barrea, reminding the world that he beat LeBron James during the 2011 NBA Finals. Translated, his song lyrics went:
“Puerto Rico, land of Maelo and Tego Calderon… and of Barrea, the one who was champion, before LeBron.”
With tickets costing between $4,170 to $40,530 and advertisers paying up to $10 million for a 30-second spot, Bad Bunny brought in good money.
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