U.S. HISPANIC
Elias Weinstock of Casanova/McCann: “Technology Is a Tool; Cultural Relevance Still Comes From Lived Latino Experience”
11 de febrero de 2026
Elias Weinstock, Chief Creative Officer at Casanova/McCann
The Super Bowl 2026 halftime show headlined by Bad Bunny marked more than a record-breaking entertainment moment—it became a defining cultural milestone for Latino audiences in the United States and beyond. According to Elias Weinstock, Chief Creative Officer at Casanova/McCann, the performance sparked a rare and powerful sense of collective pride among Latinos, while also exposing a disconnect between cultural moments and how brands choose to engage with Hispanic audiences.
“Bad Bunny’s Super Bowl performance created a true cultural moment in this country—and possibly across Spanish-speaking markets as well,” said Weinstock. “Part of it was the quality and production of the show itself, and part of it came from the backlash by politicians and right-wing voices who opposed his presence in such an ‘American’ spectacle.”
For Latino audiences in the U.S., regardless of country of origin, the reaction went deeper than entertainment. “It generated a sense of pride that I haven’t felt very often,” Weinstock added. “At the same time, Latino presence in Super Bowl advertising was noticeable. It felt as if advertisers enjoyed the musical moment, but didn’t necessarily take it as a lesson in how to truly connect with Hispanic consumers.”
Creativity, Culture, and the Limits of AI
Building on the so-called “Bad Bunny Effect,” Weinstock also addressed the growing role of artificial intelligence in Super Bowl-era marketing—from digital activations to hyper-personalized brand experiences—and offered a clear perspective on its role in Hispanic marketing.
“Artificial intelligence should be just another tool in our toolbox,” he said. “The humanity and emotional relevance that truly connect with Hispanic audiences come from our lived experiences as humans and as Latinos.”
While acknowledging that AI can drive efficiencies in time and budget, Weinstock cautioned against overreliance on technology at the expense of ideas. “Technology and AI can certainly help us work smarter, but they are not the idea,” he emphasized. “Real connection still comes from insight, culture, and emotional truth.”
As brands continue to navigate an increasingly complex cultural and technological landscape, Weinstock’s message is clear: authentic connection with Hispanic audiences cannot be automated—it must be earned through understanding, respect, and creativity rooted in culture.
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