Bad Bunny’s Viral Super Bowl Bushes Return in NFL’s New ‘Celly’ Dance Promo

The distinct visual flair of Bad Bunny’s Super Bowl LX halftime performance has found a second home on the gridiron.

The iconic sugarcane foliage from the Puerto Rican trailblazer’s spectacle has resurfaced in the NFL’s 2026 kickoff promotional campaign, dubbed “The Season Is Your Stage.” The energetic spot leans heavily into the league’s cultural momentum, spotlighting post-touchdown celebrations—universally known as “cellys”—that have cemented football’s place in modern entertainment.

Soundtracked by the infectious rhythms of “Run It Up” by Jarv Dee and Bad Colours, the commercial transports viewers into a theatrical “Celly Studio.” Within this creative workshop, top-tier athletes rehearse and perfect the flamboyant choreography they plan to debut in the end zone this autumn.

The campaign playfully frames scoring celebrations as polished onstage routines, complete with designated staging and artistic direction. Indianapolis Colts safety Cam Bynum—famed for his spontaneous viral theatrics—steps into the spotlight as the league’s premier “Celly Coordinator,” drilling his peers through intricate body rolls, rhythm exercises, and celebratory maneuvers.

The ensemble cast boasts an array of marquee talent, including Travis Hunter (Jaguars), Rome Odunze (Bears), Bijan Robinson (Falcons), and Dexter Lawrence II (Bengals), alongside Kyle Pitts (Falcons), Dion Dawkins (Bills), James Cook (Bills), Luther Burden (Bears), and Nico Collins (Texans).

Several instantly recognizable signature routines take center stage during the rehearsals, from Lawrence’s charismatic “Sexy Dexy” dance to Bynum’s trademark “Bynum Bounce.”

Woven seamlessly into the rehearsal studio is a prominent aesthetic homage: lush sugarcane greenery inspired directly by Bad Bunny’s halftime set design. The clever visual nod emphasizes the ever-deepening synergy between elite athletics and mainstream music culture, proving that major cultural crossover moments extend far beyond game day.

The campaign serves as a prelude to the 2026 NFL kickoff, slated for September 9, where the reigning Super Bowl champion Seattle Seahawks host the New England Patriots in a high-stakes Super Bowl LX rematch.

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