Watching the Super Bowl Through Bicultural Eyes: A Different Take on Hispanic Representation

By Maria Lucia Parra – I am a Bicultural Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives as “one size does not fit all”.

Every year, there is a discussion about diversity in Super Bowl ads—who is represented, who is missing, and whether brands are truly embracing multicultural audiences. As a bicultural Hispanic, I find myself in an interesting position in this conversation.

I’ve adopted the Super Bowl as part of my American experience. Although I didn’t grow up with it, it has become a tradition filled with game-day food, halftime shows, and famous commercials. While I always note how brands approach Hispanic representation, I don’t necessarily expect to see Hispanic-themed ads during the Super Bowl.

This year, we saw some familiar Latino faces: Bad Bunny in Ritz Crackers’ first-ever Super Bowl ad, Antonio Banderas for Bosch, and Michelle Rodriguez for Häagen-Dazs. However, overall, Hispanic representation was still limited. Some might see that as a missed opportunity, but from my perspective, it’s not necessarily a letdown.

As a bicultural Hispanic, I exist in a space where I don’t need everything to be explicitly tailored to feel included. I enjoy Super Bowl ads for what they are—big-budget, celebrity-filled, often hilarious moments of entertainment. And I can appreciate the creativity even if an ad isn’t directly speaking to my heritage.

That said, from a marketing perspective, there’s still a gap. The Super Bowl is one of the biggest advertising stages in the world, and Hispanics are a massive consumer force in the U.S. Brands that want to connect with our community genuinely shouldn’t wait for Hispanic Heritage Month or Spanish-language channels—they should integrate us naturally into their storytelling. Not because they have to but because we’re already part of the mainstream audience.

So, while I didn’t expect to see Hispanic-focused ads, I do think brands can evolve how they reflect the reality of a diverse America. This can be done not just by casting Latino celebrities but by weaving Hispanic culture into their narratives in a way that feels organic, effortless, and truly reflective of who we are.