Coinbase has made its return to Super Bowl advertising, leaning into 1990s pop nostalgia with a karaoke-style commercial built around a Backstreet Boys hit. The move marks the crypto exchange’s first Super Bowl appearance since its widely discussed QR code ad four years ago.
Coinbase Super Bowl Ad Focuses on Nostalgia and Simplicity
The one-minute television spot featured animated lyrics from the 1997 song “Everybody (Backstreet’s Back),” flashing across the screen with minimal visuals. Rather than promoting a specific product or incentive, the ad aimed to create a shared cultural moment during the most-watched sporting event in the United States.
According to Coinbase, the creative direction was designed to cut through the noise of crowded Super Bowl viewing environments, where audiences are often distracted and only partially engaged with commercials.
Mixed Online Reaction Sparks Conversation
The ad quickly divided opinion online. Some viewers criticized the timing and tone, while others praised it for being memorable and easy to recognize. Social media reactions ranged from boos and groans at watch parties to laughter and singalongs in others.
Coinbase responded publicly to criticism by emphasizing that discussion itself was the goal. Company executives noted that sparking conversation, even polarizing ones, helps reinforce brand recognition.
Coinbase’s earlier Super Bowl appearance relied on a minimalist QR code that drove massive traffic and briefly overwhelmed its website. The latest campaign follows a similar philosophy, prioritizing simplicity and recall over detailed messaging, as the company continues to position itself as a mainstream on-ramp to crypto.
Disclaimer
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