Coinbase has released a minimalist Super Bowl commercial mimicking a 1980s-style karaoke screen, featuring lyrics from the Backstreet Boys' 1997 hit 'Everybody (Backstreet's Back)'. The ad aims to engage viewers in a communal singalong to broaden cryptocurrency's appeal beyond tech enthusiasts. Executives describe it as a deliberate contrast to polished Big Game spots.
Coinbase's approach to Super Bowl advertising continues its tradition of simplicity. Following a 2022 spot that displayed only a floating QR code—drawing 20 million landing page visits in one minute and crashing the app—the company returns with a 60-second ad evoking a basic bar karaoke setup. Basic animations highlight the song's lyrics, starting with 'Oh my god we’re back again,' without flashy graphics or celebrities.
Cat Ferdon, Coinbase's chief marketing officer, explained the strategy in a recent interview: 'By not emulating that kind of more polished feeling than every other ad at the Super Bowl time typically has, Coinbase believes its commercial is more likely to capture attention.' The ad seeks to foster a shared experience amid distractions like cell phones. Ferdon added, 'We’re still competing with people’s cell phones, and this ad will undoubtedly get them and anyone to look up. We’re really trying to effectively use this as the world’s biggest singalong, to show that crypto isn’t just for techies, but really for anyone who knows the lyrics.'
This unadorned style echoes past low-key Super Bowl efforts, such as Lifeminders.com's 2000 black-text-on-yellow ad proclaiming itself the 'worst commercial' or Oatly's 2021 spot with an executive singing about oat milk. Joe Staples, Coinbase's vice president of creative, noted the audience's relaxed state: 'Of the 120 million tuning in to the gridiron classic, I think 110 million have had a bit to drink. This is fun and it’s supposed to be kind of our gift to that moment.'
Design choices emphasized restraint, avoiding typical karaoke flourishes like waterfalls or heart shapes to keep focus on participation. Ferdon highlighted the social aspect: 'We know that 60% of Americans who watch the Super Bowl watch it together... We’re not just buying airtime with this ad. We really designed like a shared high energy experience for our community to participate in and do that together.' She concluded that standing out requires breaking norms: 'Ideas stand out. And doing things other people aren’t doing stands out.'
