On February 8, one of the biggest musicians on the planet will take the halftime stage in front of more than 100 million people, and one language-teaching mascot is making sure fans don't miss a single word.
As Bad Bunny’s highly anticipated Super Bowl halftime performance approaches, Duolingo is seizing the cultural moment with Bad Bunny 101, a new campaign urging football fans to sharpen their Spanish skills before the Big Game. Beginning Sunday, January 25, the language-learning app will launch an animated spot featuring the company’s beloved owl mascot, Duo, donning attire inspired by Bad Bunny’s distinctive style. The creative walks viewers through Spanish phrases drawn from the performer’s catalogue, positioning learning as the key to fully appreciating the upcoming performance.
“Spanish is the second most spoken language in the U.S., and it’s already part of how culture shows up,” Duolingo CMO Manu Orssaud said. “This halftime show lets fans experience that at full volume, and a little Spanish goes a long way toward enjoying the moment even more.”
The timing is intentional. Rather than competing for attention during the Big Game itself, Duolingo opted to run its campaign during the AFC and NFC championship broadcasts, guaranteeing a wide audience and giving viewers a crucial two-week window to practice before halftime arrives.
The practice is highly recommended: The multi-Grammy winner’s global impact includes being one of the most-listened-to artists of his generation. His latest album, DeBÍ TiRAR MáS FOToS, became the first 2025 album to surpass 7 billion Spotify streams and secured him the No. 1 spot on the Billboard 200 multiple times. He was also named Spotify’s most-streamed artist globally in 2025, marking the fourth time he has claimed that title. The halftime show serves as a natural culmination of years of unparalleled success.
The 15-second hero spot will run alongside a pair of five-second reminder ads across CBS and Fox during Championship Sunday. CBS will carry the campaign in New York, San Francisco, Boston and Los Angeles, while the shorter spot titled “Wink” will air exclusively in Boston and Los Angeles.
Beyond television, Duolingo has built a comprehensive media strategy spanning audio and digital platforms. The brand is targeting Bad Bunny’s existing fanbase through placements on Spotify, Pandora, SiriusXM and SoundCloud. For one final push, the brand will air reminder spots during the Grammy Awards on February 2, less than a week before the Super Bowl.
For an out-of-home crash course, the campaign also took over New York City’s S train with green wraps and Spanish audio lessons on the shuttle between Grand Central and Times Square. As with the main video creative, the visuals feature lessons inspired by lyrics from popular Bad Bunny tunes such as “Tití Me Preguntó.”
