Bad Bunny Super Bowl Bushes Return in NFL Season Promo

Bad Bunny's Super Bowl halftime show already made history. Now the scenery is getting its own second act.

The sugarcane bushes that defined Bad Bunny's Apple Music Super Bowl LX halftime performance at Levi's Stadium have turned up in the NFL's new 2026 kickoff campaign, "The Season Is Your Stage." It is a small cameo, but a deliberate one. The NFL is leaning into the cultural moment Bad Bunny created on that stage in February, and the bushes are a shorthand for anyone who watched.

The campaign itself is set to "Run It Up" by Jarv Dee and Bad Colours, and drops viewers into a fictional "Celly Studio" where NFL players rehearse their touchdown celebrations before the season opens. The concept treats end-zone dancing the way a director treats a stage production: there is a rehearsal space, a choreographer, the whole setup.

What Is the NFL's "Celly" Campaign and Who Is In It?

Colts safety Cam Bynum takes the fictional title of "NFL Celly Coordinator," coaching a roster of stars through their signature moves. The spot features Travis Hunter of the Jaguars, Rome Odunze of the Bears, Bijan Robinson of the Falcons, Dexter Lawrence II of the Bengals, Kyle Pitts, Dion Dawkins, James Cook, Luther Burden, and Nico Collins, among others.

Some of the league's most recognizable celebrations get their moment here too. Lawrence's "Sexy Dexy" and Bynum's "Bynum Bounce" are both featured, treated less like athletic quirks and more like choreographed art forms worth studying and perfecting.

The Bad Bunny bush cameo lands in the middle of all this and reads exactly as intended: a wink at the NFL's increasingly close relationship with music and entertainment. When Bad Bunny performed in February, the halftime show became a cultural event that extended well beyond sports. The NFL is acknowledging that, and doing it through set design of all things.

Why the NFL Keeps Leaning Into Music Culture

This is not the first time the NFL has used its entertainment connections to market a new season, but the move here is more specific than a generic celebrity crossover. The bushes are a direct reference to a single performance, and the choice to include them signals that the league views Bad Bunny's halftime moment as something worth keeping in circulation.

For Bad Bunny, the timing lines up with a massive year. His Debí Tirar Más Fotos World Tour is set to close out in Puerto Rico, and the album has maintained serious streaming momentum since its January 2025 release. The Super Bowl performance was the peak of that cycle's visibility, and this NFL cameo extends the cultural shelf life just a little further into the new football season.

For the NFL, the bet is that fans who watched Bad Bunny in February are also watching the 2026 season opener on September 9, when the defending Super Bowl champion Seattle Seahawks host the New England Patriots in a rematch of Super Bowl LX. Using shared cultural touchpoints is one way to bridge those two audiences.

From a broader lens, this kind of crossover is worth paying attention to if you work in music, branding, or creative production. The NFL is treating a halftime set piece as intellectual property worth repurposing in a national campaign months after the fact. That is a real example of how a single well-designed live moment can carry into commercial use long after the confetti drops.

If you are an independent artist, visual director, or production designer, that is the takeaway: the creative decisions made for a live performance have a longer life than the night itself. Stage design, visual identity, and the specific images attached to a performance can become cultural shorthand in ways that outlast the setlist.

The 2026 NFL season kicks off September 9. The bushes, apparently, will be there.

If you are working on a creative project with a live performance component and want it in front of our audience, [drop it in our submissions page](/submit) and we will take a look.