Bad Bunny‘s Super Bowl halftime bushes aren’t done with the NFL just yet.

The distinctive greenery from the Puerto Rican superstar’s halftime performance has found an unexpected second life in the NFL’s new 2026 kick-off promo, “The Season Is Your Stage,” which puts the spotlight on players’ touchdown celebrations — or “cellys” — that have become part of football’s pop-culture identity.

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And the bushes aren’t the only connection to music: Set to “Run It Up” by Jarv Dee and Bad Colours, the campaign’s new spot drops viewers into a fictional “Celly Studio,” where NFL stars rehearse the moves they hope to unleash in the end zone once the season begins next month.

The concept basically treats touchdown celebrations like an onstage performance. There’s a rehearsal space and, naturally, a choreographer. Colts safety Cam Bynum — whose elaborate celebrations have become a viral part of his NFL persona — takes on the role of the fictional “NFL Celly Coordinator,” helping players perfect everything from hip movements to body rolls. The Jaguars’ Travis Hunter, the Bears’ Rome Odunze, the Falcons’ Bijan Robinson and the Bengals’ Dexter Lawrence II are among the stars featured in the campaign, alongside the Falcons’ Kyle Pitts, the Bills’ Dion Dawkins, the Bills’ James Cook, the Bears’ Luther Burden and the Texans’ Nico Collins.

The spot also gives some of the league’s most recognizable celebrations their moment in the limelight, including Lawrence’s “Sexy Dexy” and Bynum’s “Bynum Bounce.”

But then, amid all the touchdown choreography, viewers may notice a familiar sight: sugarcane bushes inspired by Bad Bunny’s 2026 Super Bowl halftime show. The cameo serves as a wink to the NFL’s increasingly intertwined relationship with music and entertainment, where the biggest moments on the field can quickly spill over into broader pop culture.

“The Season Is Your Stage” arrives as the 2026 NFL season approaches, with the defending Super Bowl champion Seattle Seahawks set to host the New England Patriots in the Sept. 9 kick-off game — a rematch of Super Bowl LX.

Watch “The Season Is Your Stage” below.