On Thanksgiving Day, Lainey Wilson strode onto the stage at AT&T Stadium and delivered a lesson in stadium-scale showmanship, performing for more than 80,000 fans in attendance and millions watching nationwide. But the halftime spectacle served a larger purpose: launching the Salvation Army’s annual Red Kettle Campaign, which provides assistance to millions each year.

“You might know me for my bell bottoms,” Wilson said when announcing the appearance. “But I want to be known for my bell-ringing, too.”

Dressed in white from head to toe with a cowboy hat and flowing coat, Wilson opened with “Heart Like a Truck.” Backed by the Dallas Cowboys Cheerleaders, she moved through fan favorites including “Hang Tight Honey” and “4x4xU.”

The set’s biggest moment came when surprise guest Jelly Roll joined Wilson for “Save Me,” the emotional duet that dominated country radio in 2023. 

“The incredible Lainey Wilson!” Jelly Roll shouted as the song ended and he exited the stage. The 2023 Country Music Association Entertainer of Year then closed her performance with a stirring version of “Wildflowers and Wild Horses.”

Behind the production stood a company that has quietly become a fixture of the Cowboys’ Thanksgiving tradition: Corporate Magic. Working alongside Charlotte Jones and the Cowboys organization, the firm manages the creative direction required to execute a live halftime show inside a narrow broadcast window.

Corporate Magic has produced the Cowboys’ Thanksgiving halftime performance since 1997. As always, the show was overseen by Stephen Dahlem, the company’s senior creative director, who coordinated with team officials, the NFL, and production crews to execute the tightly choreographed transition from football field to concert stage and back again.

While the performance unfolded during one of the most-watched television broadcasts in the world, its mission remained philanthropic.

“It’s an honor to follow in the footsteps of legendary performers like my friend Dolly Parton, The Jonas Brothers, and Reba, of course, to kick off The Salvation Army’s iconic Red Kettle Campaign,” Wilson said ahead of the show.

With the support of the Dallas Cowboys, the campaign has raised more than $3 billion since the Red Kettle Kickoff began.

“Performers like Lainey Wilson represent the next generation of role models for so many,” Jones said. “We are so thankful to have her energy and enthusiasm on our national stage this year to highlight the Red Kettle Kickoff and the importance of giving back to those who need it most.”