Ogilvy creates live commerce from lyric
De la Cruz Ogilvy executed a real-time, live commerce activation for the UVA App by converting a lyric delivered by Bad Bunny during a major halftime show. The campaign exemplifies the power of cultural reactivity and lo-fi execution. It demonstrates how brands can leverage mass media moments with speed and platform-native thinking to drive immediate commercial results.
- The campaign was triggered during Bad Bunny's performance at the Super Bowl LX on February 8, 2026. It was the first time a Latino solo artist headlined the halftime show, which was also performed almost entirely in Spanish. - The activation was for UVA, a local Puerto Rican food and grocery delivery app founded in 2016 by siblings Laura and Francisco Tirado. - De la Cruz Ogilvy, a Puerto Rican advertising agency, created a pre-planned provocation: if Bad Bunny sang his hit "Tití Me Preguntó," which includes the line "Uva Uva Bombón," a special promotion would be activated. - The moment the lyric was sung, the UVA app unlocked a selection of products for just $1, which were available only for the duration of the halftime show or while supplies lasted. - The promotion was a success, selling out completely before the halftime performance concluded, demonstrating the effectiveness of reacting to cultural moments in real-time. - The creative team behind the campaign at De la Cruz Ogilvy was led by Chief Creative Officer Sebastián Bullorini, with creative direction by Rómulo Caballero and Jacint Sotorra. - This activation is an example of a "lo-fi" marketing approach, which prioritizes authenticity and real-time engagement over high-production value to connect with audiences, particularly on social media. - The campaign was designed to be a non-interruptive part of the cultural conversation, earning attention rather than buying it through traditional media placements, a strategy articulated by Sebastián Bullorini.
