In the intro to the iconic music video from 2004, “Confessions, Pt. II,” a young USHER receives a life-changing call. The caller and news he received was never revealed. Two decades later, a suite of films unveil a super team of famous friends and fans on the other end of the line calling to share the news: USHER is headlining the Apple Music Super Bowl Halftime Show. We tapped into different corners of culture and got Kim Kardashian, Deion Sanders, Odell Beckham Jr., Marshawn Lynch, and even USHER himself to make the call. Launching on their respective social channels, as well as NFL, ROC Nation, CBS (and even a repost by Kris Jenner), our announcement films took over social media across Instagram, TikTok, X, Facebook, and YouTube. Additionally, the films were picked up by the NFL Network and CBS for Sunday football in-game placements and continued momentum into the next day with multiple morning show broadcasts.