NFL's New 'The Season Is Your Stage' Promo Turns Touchdown Celebrations Into a Dance Party — With a Bad Bunny Cameo
The NFL has released a 2026 season kick-off promo called 'The Season Is Your Stage', built around the touchdown celebrations players break out after reaching the end zone — the moves fans and players alike call 'cellys'. The promo is set to 'Run It Up' by Jarv Dee and Bad Colours and takes place inside a fictional 'Celly Studio', according to Billboard.
Indianapolis Colts safety Cam Bynum stars as the fictional 'NFL Celly Coordinator', presiding over a rotating cast of players showing off their signature moves. Among those featured: Travis Hunter, Rome Odunze, Bijan Robinson, Dexter Lawrence II, Kyle Pitts, Dion Dawkins, James Cook, Luther Burden and Nico Collins. The spot recreates recognisable celebrations including Lawrence's 'Sexy Dexy' and Bynum's own 'Bynum Bounce'.
Tucked into the production design is a nod to the Super Bowl LX halftime show: sugarcane bushes inspired by Bad Bunny's upcoming performance appear as a visual cameo in the promo. Bad Bunny is slated to headline the Apple Music Super Bowl LX Halftime Show, an assignment NFL commissioner Roger Goodell defended at an October press conference, noting the artist is expected to sing in Spanish during the performance.
Apple Music released the official trailer for Bad Bunny's halftime show earlier this year, set to his 2025 song 'Baile Inolvidable', as Variety reported in January. The trailer shows the artist dancing with people of all ages and backgrounds, framing his music as universal. The NFL also published the trailer on its own website under the title 'Bad Bunny Takes the World's Biggest Stage'. In early February, Reuters reported from San Francisco that Bad Bunny was focusing on family, friends and culture as he prepared for the show.
For fans, the promo does double duty: it hypes the approaching NFL season by foregrounding the personalities and spontaneous choreography that have become part of the game's entertainment fabric, while threading in a visual wink at the halftime spectacle to come. The celly has evolved from a quick spike or dance into a genuinely anticipated moment — something players rehearse and audiences clip and share. Putting it at the centre of a league-wide campaign signals how much that post-touchdown window now matters to the NFL's broadcast product.
Super Bowl LX is scheduled for February 2026. The 'The Season Is Your Stage' promo arrives as teams finalise rosters ahead of the regular-season kick-off.
