Coinbase has just returned to the Super Bowl with a one-minute commercial inspired by karaoke from the song “Everybody (Backstreet’s Back)” by Backstreet Boys. Instead of elaborate visuals, the ad mainly displays lyrics with animated text effects, creating a familiar and memorable feel. Marketing Director Catherine Ferdon said the goal was to create a shared experience and reflect the maturity of the cryptocurrency community.
This is Coinbase’s first Super Bowl ad since 2022, when the company made a splash with a bouncing QR code resembling a DVD menu screen. At that time, users scanned the code to receive $15 in Bitcoin, causing the website to crash due to a surge in traffic.
The new ad has sparked division on X: some people complain because of the declining market context and political associations, while others praise its simplicity and brand memorability. Coinbase responded that “if people are talking about it, it’s effective.” CEO Brian Armstrong defended the strategy, saying the ad needs to be distinctive enough to stand out amid the noisy atmosphere of the Super Bowl.
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