Discover Puerto Rico: The Plena Game Report

When Bad Bunny’s historic halftime show pulled Puerto Rico into a polarized conversation around identity, language and belonging, we seized the moment without buying an ad and shifted the story from debate to invitation.

R&R believes true partnership means looking beyond the standard advertising playbook, so we asked a vital question: What does Puerto Rico already have that no other brand could ever buy?

We found the answer in plena — a centuries-old Puerto Rican musical tradition known as “the people’s newspaper.” Plena was the island’s original live-commentary format, in which everyday people reported on current events through improvised song.

Instead of buying an ad during the Big Game, we turned the game itself into a Puerto Rican broadcast.

In partnership with Complex, we launched The Plena Game Report, a first-ever, fully bilingual, second-screen livestream that used Puerto Rico’s historic musical tradition to cover the game in real time. This allowed viewers to experience the game the way Puerto Ricans actually experience big moments: together, with music, food, laughter and spontaneous commentary in song.

Featuring a curated panel representing both island and diaspora voices, including Grammy-nominated Plena Libre; NFL player and two-time Super Bowl champion Isiah Pacheco; actor Amaury Nolasco; chef Mia Castro; mixologist Stephen Alonso; and football analyst Felipe Martinez, the stream delivered live musical commentary, food segments, comedy, cultural insights and authentic rum cocktails — all wrapped in an inclusive “casita” house-party aesthetic with dominoes, dancing and plenty of singing.

The campaign made Boricuas everywhere proud of their culture and reached far beyond the island, showcasing the inclusivity and joy of Puerto Rican culture and making the night belong to Puerto Rico.