The 60th Super Bowl on Feb. 8 in Santa Clara, California, drew an in-person audience of more than 70,000 fans. For many viewers at home, the halftime show and commercials became the highlight of the night.
Bad Bunny’s halftime performance sparked conversations about culture, diversity and representation. Freshman Julia Valdez said the performance carried a meaningful message and highlighted representation.
Source: Instagram, @lifewithchris1
“It was the first halftime show that I thought had a meaning and a message, which is especially important during today’s time period,” said Valdez. “There is so much division between all of us, and I felt that this performance brought many kinds of people together.”
Valdez said the performance highlighted both American culture and Latino heritage.
“It was really refreshing to see,” said Valdez. “It felt familiar, but positive and inclusive, and it made me rethink how our country’s media represents different cultures.”
Viewers were so engaged in the performance that many remained in front of their screens, resulting in unexpected real-world effects. According to the New York City Department of Environmental Protection, water usage dropped during the halftime show and surged immediately afterward.
In a post on X, NYC Water reported, “NYC saw a significant reduction in water usage throughout the five boroughs during the Super Bowl’s Bad Bunny halftime show yesterday, but in the 15 minutes right after the show ended, there was a spike in usage equivalent to 761,719 toilets flushing across town.”
Celebrity involvement in the Super Bowl plays a major role in attracting viewers. This was evident in both the halftime show and commercials from brands such as Dunkin’, Pringles and Budweiser.
Dr. Nikki Wingate, marketing professor at the Jack Welch College of Business & Technology, emphasized the value of the Super Bowl as an advertising platform.
“It is one of those opportunities where an advertiser can be exposed to millions of people to create either the brand’s existence or to reinforce the brand message,” said Wingate. “For that reason, the 30-second spot commercials go at prices upward of $10 million.”
Established brands can experiment with creative advertisements and celebrity cameos due to strong brand recognition. Freshman Vincent Palazzo said a Dunkin’ commercial featuring actor Jason Alexander caught his attention.
“I love ‘Seinfeld,’ so when I saw Jason Alexander in the Dunkin’ Donuts commercial, it honestly made me want to go get a Brown Sugar Shaken Espresso,” said Palazzo. “As a New Englander, Dunkin’ is life. Using these TV show stars for marketing is brilliant.”
Valdez also said she enjoyed the Pringles commercial featuring Sabrina Carpenter.
“I enjoyed the Pringles commercial,” said Valdez. “The Pringles commercial with Sabrina Carpenter felt directly targeted at Gen Z because many of her songs are romantic, yet funny. This commercial tied into her artistry while still being entertaining.”
This year’s Super Bowl illustrated how advertising and performance can resonate with audiences when they reflect cultural identity and artistic trends.
“Seeing something that aligns with my generation and reflects the type of art I love reminded me that representation and creativity truly matter,” said Valdez.
