Bad Bunny’s Super Bowl halftime bushes are making another appearance in the NFL’s latest promotion. According to Billboard, the greenery from the Puerto Rican artist’s performance shows up in the league’s new 2026 kickoff spot, “The Season Is Your Stage.”
The campaign focuses on touchdown celebrations, or “cellys,” and presents them like rehearsed stage acts. The ad takes viewers into a fictional “Celly Studio,” where players practice the moves they hope to use in the end zone when the season begins next month.
Colts safety Cam Bynum plays the role of a made-up “NFL Celly Coordinator” in the spot, helping players work on their celebrations. Billboard reports that Travis Hunter, Rome Odunze, Bijan Robinson, Dexter Lawrence II, Kyle Pitts, Dion Dawkins, James Cook, Luther Burden and Nico Collins are among the featured players.
The promo also highlights some of the league’s best-known celebrations, including Lawrence’s “Sexy Dexy” and Bynum’s “Bynum Bounce.” Billboard says the Bad Bunny-inspired sugarcane bushes appear as a nod to the NFL’s growing connection with music and pop culture.
“The Season Is Your Stage” comes as the 2026 NFL season approaches, with the defending Super Bowl champion Seattle Seahawks scheduled to host the New England Patriots in the Sept. 9 kickoff game, a rematch of Super Bowl LX.
