Telemundo is enlisting major talent for its upcoming Super Bowl commercial promoting Spanish-language coverage of the World Cup. The teaser, released jointly by Telemundo and Peacock, features actor Owen Wilson, a passionate soccer fan, immersing himself in Telemundo’s World Cup broadcast so thoroughly that he decides to learn Spanish ahead of the tournament, which will take place this summer across the U.S., Mexico, and Canada.
To aid in his language learning, Wilson is joined by a surprise guest, whose identity will be revealed in the full 60-second Super Bowl advertisement airing immediately after Bad Bunny’s halftime performance.
Creative Vision Behind the Ad Campaign
Claudia Chagui, executive vice president of marketing and creative at NBCUniversal Telemundo Enterprises, explained that the campaign was designed from the outset to feature a widely recognized figure connected to language and culture. The goal was to inspire enthusiasm for watching the sport in Spanish among both Telemundo’s core audience and non-Spanish-speaking viewers.
Chagui stated,
“We had a clear idea from the very beginning that it had to be a general market talent, and it had to be something related to the language. It had to be about inspiring or igniting that passion for watching the sport in Spanish,”
highlighting the intentional appeal to a broad demographic.
Why Owen Wilson Was the Perfect Choice
Wilson’s genuine love for soccer made him the standout candidate for the project. His memorable recounting of meeting soccer icon Lionel Messi on Jimmy Kimmel Live demonstrated his deep connection to the sport, which resonated with the creative team.
“When we saw that, we were like, it has to be Owen,”
Chagui remarked.
“It has to be Owen, because he gets it. He understands what this is about. He gets the Leo fever and what this means to Latinos in the community.”
This connection to Latino culture and the genuine excitement around soccer informed Telemundo’s decision to center the campaign around Wilson’s story.
Strategic Timing and Audience Reach
The placement of the ad immediately following Bad Bunny’s halftime performance at the Super Bowl is considered a prime opportunity to capture the attention of the U.S. Latino audience. Chagui pointed out that the halftime show will draw an enormous viewership, providing an ideal platform to promote Telemundo’s World Cup programming.
“We couldn’t ask for a better platform. We know that every Latino in the U.S. is going to be tuning into this halftime show this year, and so what better opportunity and platform to put this in front of everyone?”
she said.
The Mystery Mentor and Future Campaign Plans
The identity of the mystery star assisting Owen Wilson with Spanish remains under wraps, encouraging viewers to watch the full commercial during the Super Bowl broadcast. Following the airing, Telemundo plans to release additional creative materials tied to this campaign ahead of the World Cup kick-off.
Chagui expressed optimism about the campaign’s impact, stating,
“I think the excitement that we have around this is really genuine, because we believe in it,”
and further emphasized the network’s confidence in delivering an unmatched soccer viewing experience to fans.
“We really believe that we can share a fantastic soccer journey with everyone in the U.S., and we really believe that the place to watch it and to experience it in the best fashion is on Telemundo and Peacock.”
With Owen Wilson World Cup excitement building, Telemundo’s campaign aims to engage a diverse audience by blending star power, cultural connection, and strategic marketing to maximize viewership during one of the world’s largest sporting events.
