The 30-second spot, directed by Alan Yang and Jason Woliner, aired straight after Bad Bunny’s halftime performance

Red Bee Creative has revealed its creative team were behind the Telemundo and Peacock FIFA World Cup 2026 advert that aired immediately after the Super Bowl LX halftime show.

The advert was directed by Alan Yang (Master of None) and Jason Woliner (What We Do in the Shadows), and features Owen Wilson and Sofia Vergara (Modern Family, America’s Got Talent). In the spot, Wilson attempts to learn Spanish through the guidance of Vergara, in advance of him commentating live in Spanish on a World Cup match.

The advert promotes the fact that NBCUniversal’s Telemundo and Peacock have the exclusive broadcast and streaming rights to the FIFA World Cup 2026 in Spanish.

The placement of the spot straight after the halftime show, which featured hugely popular Spanish-language singer Bad Bunny, showed Americans that watching the FIFA World Cup in Spanish is the most exciting way to experience it, says Red Bee Creative.

In the spot, we see Sofía Vergara take lifelong football fan Owen Wilson under her wing, teaching him the fundamentals of soccer in Spanish so he can fully experience the passion, excitement, and drama the World Cup en español delivers.

“Creating a Super Bowl spot that celebrates the emotion of watching the World Cup in Spanish was an incredible brief. Collaborating closely with the Telemundo marketing and creative team to bring this idea to life — alongside comedy icons Owen Wilson and Sofía Vergara — made it even more special. We’re hoping this is just the beginning… and maybe one day Owen and legendary Telemundo commentator Luis Omar Tapia will be calling an England final together,” said Charlie Mawer, executive creative director, Red Bee Creative 

“With the World Cup coming to our backyard, the excitement is on another level. Red Bee immediately understood our vision for celebrating the emotion of watching the World Cup in Spanish, and together we created a campaign that invites everyone into that experience,” adds Claudia Chagui, SVP of marketing, Telemundo

The 30-second spot was supported by cut-downs and bespoke social content before and after the game, both featuring Owen and Sofía.

CREDITS

Telemundo: 

EVP Marketing & Creative: Claudia Chagui, Telemundo

SVP Creative: Angel Domenech, Telemundo 

SVP Marketing: Luisa Valor-Casali, Telemundo

VP Social Strategy: Gustavo Garcia, Telemundo

VP Project Management: Cristina Jorda, Telemundo

Red Bee Creative:

Executive Creative Director: Charlie Mawer, Red Bee Creative

Creative Director: Ruth Shabi, Red Bee Creative 

Creative: Emma Robinson, Red Bee Creative

Head of Strategy: Lisa Matchett, Red Bee Creative

Deputy Managing Director: Aileen Madden Red Bee Creative

Business Director: Fran Chang, Red Bee Creative

Production:

Director: Alan Yang, Jason Woliner 

Production Company: Caviar