Bad Bunny smashed data in 2020 when El Último Tour del Mundo turned the primary totally Spanish-language album to prime the Billboard 200. Now, the Tremendous Bowl 60 headliner is ready to make historical past once more as he performs the halftime present solely in Spanish.
That’s why, forward of the large recreation, language studying app Duolingo desires followers to brush up on their language abilities.
In a marketing campaign fronted by its unhinged owl mascot Duo, set to air through the AFC and NFC championship video games from Saturday, Jan. 24, the platform is encouraging its 50 million day by day customers to be taught “Dangerous Bunny 101.”
A 15-second animated movie shall be on the coronary heart of the TV push, broadcast on CBS and Fox in cities together with New York and San Francisco. It exhibits Duo dressed as Dangerous Bunny in a go well with jacket and a Puerto Rican pava hat, because the character playfully walks viewers by Spanish phrases impressed by his music and lyrics.
The language is already the second-most spoken within the U.S., with approximately 43 million people speaking it as their primary language.
Pre-game buzz
Duolingo purchased a five-second Tremendous Bowl industrial in 2024 exhibiting Duo farting, fresh from a butt-lift surgery. However extra not too long ago, it has simply run adjoining activations, including “killing off” the green owl on Tremendous Bowl Sunday 2025.
Duolingo’s chief advertising officer (CMO), Manu Orssaud, advised ADWEEK that whereas the Tremendous Bowl broadcast is a spectacle, the tradition construct is all within the lead-up.
“That’s when followers are sharing, obsessing, and anticipating what’s subsequent. As an alternative of a one-time splash through the Recreation, we targeted on assembly Dangerous Bunny followers the place they already are — on-line — and serving to them prep earlier than an iconic, all-Spanish halftime present,” he stated.
He added: “We consider language creates entry, and this strategy lets us be a part of the second in a method that feels extra genuine and helpful.”
Regardless of forgoing an in-game spot, which price $8 million for 30-seconds, Duolingo’s pre-game TV push shall be supported by audio placements on Spotify, Pandora, SiriusXM, and SoundCloud, concentrating on Dangerous Bunny listeners.
Social artistic will refresh within the countdown to the Huge Recreation, with five-second reminder adverts additionally scheduled through the Grammys.
Dangerous Bunny and Apple Music not too long ago unveiled the official trailer for the artist’s Tremendous Bowl efficiency, inviting the world to dance.
