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Every year, the Super Bowl is less of a football game and more of a cultural spectacle. Sure, we love the touchdowns and the halftime show, and we debate whether the referees got it right. But let's be honest: The commercials are half the fun (fine! Throw the halftime performance in there, too).
As it is well documented, brands spend millions for just 30 seconds of airtime, all in hopes of making us laugh, cry, or immediately Google whatever they're selling. And this year, there's a standout theme: Latino and Hispanic representation is getting the spotlight it deserves. To clear things up here, a Latino is a person from Latin America, and Hispanics are people whose native language is Spanish, queue Spain.
Now, let's take a look at the ads for Latinos and Hispanics starring in the 2025 Super Bowl.
Bosch Brings the Heat with Antonio Banderas and Macho Man
Bosch, known for its high-tech home appliances and power tools, is making its Super Bowl ad debut, and they're not doing it quietly. Enter Antonio Banderas, a man who could probably sell us anything just by speaking in that silky accent. In the brand's first-ever Big Game commercial, Banderas transforms into his best self, thanks to Bosch's products, because apparently, the more you Bosch, the more you feel like a Bosch (whatever that means, but we're intrigued).
The commercial also brings in a little "Macho Man" energy, though details on that are still under wraps. What do we know? Bosch is going all in, combining its home appliances and power tools for the first time in U.S. advertising. The ad will run during the fourth quarter, so be sure to stay tuned.
Bad Bunny and Aubrey Plaza Get Salty for Ritz
In another first, Ritz is rolling out its very own Super Bowl ad, and they're bringing in some serious star power. Aubrey Plaza, queen of deadpan humor, teams up with Michael Shannon in a salty showdown at an exclusive club in Utah's Salt Flats. They're debating who's got the sharper edge when suddenly, the real MVP strolls in—Bad Bunny, casually munching on a Ritz cracker like he owns the place.
Shannon, clearly unimpressed, tells him to wipe that smile off his face. Plaza warns him that they're both getting kicked out if he doesn't play it cool. Classic. You'll get even more Bad Bunny magic if you're lucky enough to catch the extended 60-second version. It's a big moment for Latino representation, with both Plaza (who's Puerto Rican) and Bad Bunny (one of the biggest Puerto Rican artists in the world) front and center.
Michelle Rodriguez Joins Häagen-Dazs
Fast & Furious star Michelle Rodriguez is also getting in on the Super Bowl ad action, teaming up with Häagen-Dazs. The full commercial involves something cool, creamy, and not so fast, Either way, we're here for it.
The Bigger Picture
Super Bowl ads reflect who we are, what we find funny, and who gets to be in the spotlight. This year, seeing more Latino representation in these high-stakes, high-budget ads is refreshing. Latinos aren't just in the game. They're winning it!