Coinbase Returns to the Super Bowl With Karaoke-Style Crypto Ad to Boost Brand Awareness
Coinbase made a notable comeback to Super Bowl advertising this year with a karaoke-style crypto commercial that aired during the Big Game, signalling its renewed effort to grab mainstream attention for cryptocurrency as the industry’s marketing presence has shrunk since 2022. While the ad leveraged nostalgia and interactive elements, viewers and analysts have offered mixed reactions to the unusual creative choice.
In its first Super Bowl appearance in four years, Coinbase aired a 60-second spot built around a karaoke rendition of the Backstreet Boys’ 1997 hit “Everybody (Backstreet’s Back).” Titled “Everybody Coinbase,” the commercial displayed on-screen lyrics with simple graphics designed to create a sing-along experience for viewers. Coinbase also extended the campaign beyond the broadcast with creative activations in locations like Times Square and the Sphere’s Exosphere in Las Vegas.
The move marks a more cautious return to large-scale crypto advertising following a period of reduced industry presence and market consolidation. Unlike the “Crypto Bowl” in 2022, when multiple crypto brands promoted during the game, Coinbase was the only major crypto firm to run a high-profile Big Game ad this year, a shift that reflects changing conditions in the crypto market and a strategic focus on brand visibility rather than direct product messaging.
Coinbase’s Chief Marketing Officer explained that the ad was intended to create a sense of community and demonstrate that cryptocurrency has become more accessible and mainstream. However, the format heavy on pop-culture nostalgia and light on direct information about Coinbase’s products sparked a range of responses. Some viewers appreciated the creative concept, while others criticised it for not clearly conveying the exchange’s services or value proposition.
Beyond the broadcast, the campaign was supported by visual takeovers and extra placements designed to keep momentum going after the Big Game. By inviting viewers to join a shared experience rather than simply watch an advertisement, Coinbase aimed to reinforce crypto’s broad appeal and foster engagement with its brand.
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