The Super Bowl LX Stage: A Win for Culture and Belief
- Feb 18
- 2 min read
I was on the hashtag#SuperBowl stage too: Alejandra Anaís del Valle Salazar Hernandez, the little girl who fell asleep at family parties, my sisters and grandma doing their nails, my grandfather’s truck, the power outage in Venezuela, my younger self dreaming in front of the TV, my upcoming wedding with live music, and the many countries I’ve lived in, all reminding me that we are all American.
Bad Bunny, using his full name Benito Antonio Martínez Ocasio, served cocada, tacos, and piraguas (shaved ice with syrup, a classic Puerto Rican treat, Raspaito in Venezuela), stopped by a game of dominos and put on a show rich with symbols, messages, and celebrations of our Latin culture. His iconic ‘Casita’ once again proved there’s room for everyone, from Lady Gaga and Ricky Martin to Alix Earle, Jessica Alba, Cardi B, Karol G, Young Miko, Pedro Pascal, Ronald Acuña Jr., and me.
Apple music and the National Football League (NFL) gave space for Spanish, but Bad Bunny said, “esto es lo que tu querías” (This is what you wanted), and handed it to Lady Gaga for a SALSA version of “Die with a Smile.” Once again, it showed how to join a culture without appropriating it, and that if the world was ending, it would be beautiful to be all together and die with a smile.
The show was a reaffirmation for all Latinos and for my team at CROING, that we can do anything, that Bad Bunny is a genius, and that I am too. Because as he said: “si hoy estoy en el hashtag#SuperBowlLX es porque nunca, nunca dejé de creer en mí” (if today I’m at Super Bowl LX, it’s because I never, ever stopped believing in myself). Neither did I.
I’m Alejandra Salazar, Speaker, Founder & CEO of CROING l Creative Agency where we work with brands that want to get closer to their audience. Here, I share audience insights, creative industry events, culturally relevant campaigns, and spotlight women in the industry. Follow me and join the conversation.
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