Coinbase Global, Inc. aired its second Super Bowl commercial. The 60-second, karaoke-style ad featured the song “Everybody (Backstreet's Back).” The campaign aimed to reinforce that cryptocurrency is mainstream and accessible. This effort follows the company's widely discussed 2022 bouncing QR code ad.
The marketing effort extends beyond the game with planned takeovers in Times Square and the Chase Center in San Francisco.
The campaign received critical feedback. The Kellogg School Super Bowl Advertising Review gave the spot a low rating. The review noted the creative failed to establish a clear connection to the brand or its value proposition.