In a bold move during America’s most-watched sporting event, Coinbase has re-emerged with an innovative advertising approach designed to unify viewers and underscore crypto’s increasing mainstream acceptance. The cryptocurrency platform’s latest campaign, titled “Everybody Coinbase,” is a lively, karaoke-style advertisement inviting audiences to join in a familiar, albeit altered, rendition of the nostalgic tune “Everybody (Backstreet’s Back).”
The 60-second spot, airing in the first half of the game, aims to foster a sense of community among viewers, encouraging them to engage with one another in a high-energy experience. This year marks Coinbase’s second appearance at this prestigious event, following its striking debut in 2022, which featured a colorful QR code that captured viewers’ attention upon bouncing across screens and generated over 20 million landing-page hits within a minute.
Catherine Ferdon, Chief Marketing Officer of Coinbase, described the ad as more than just a traditional advertisement. “We didn’t buy an ad — we bought a vibe,” she explained. “Crypto is literally for everybody, and we’re excited to use this moment to bring people together for a shared experience that highlights how the crypto community has grown.” With approximately 52 million Americans having utilized crypto, Ferdon emphasized that the demographic transcends generational and political divides, reinforcing Coinbase’s commitment to making cryptocurrency accessible and secure.
In addition to the main advertisement, Coinbase has planned several creative extensions across the country. Noteworthy activations include a takeover in New York’s Times Square and a display on Las Vegas’s Sphere’s Exosphere — the world’s largest LED screen — which kicked off on February 8. An encore screen takeover is also set for the Chase Center in San Francisco during a Golden State Warriors game on February 9.
The campaign was produced collaboratively with creative agency Isle of Any, which previously partnered with Coinbase for a series of animated ads during the NBA playoffs. Toby Treyer-Evans, Co-Founder of Isle of Any, reflected on their approach, stating, “Super Bowl is often a time when advertising comes ‘at you.’ We wanted to do something big and generous that blurs the line between audience and the brand, playing with what a commercial can be.” He expressed excitement about turning screens nationwide into a karaoke experience, envisioning 150 million viewers inadvertently singing along to Coinbase’s message.
As the campaign unfolds, Coinbase encourages audiences to engage with the brand through various social media platforms, reinforcing its mission to enhance economic freedom and create accessible opportunities within the ever-evolving world of cryptocurrency.
