Most Super Bowl commercials strive to be extravagant, fast-paced, and loud. However, Coinbase, the cryptocurrency trading platform, is taking a different approach with its latest advertisement. Following its notorious 2022 campaign, which featured nothing more than a floating QR code, Coinbase is back with a minimalistic ad that appears as if it was created on an Apple II in the 1980s. The 60-second spot mimics a karaoke screen at a bar, showcasing simple computer animations and unrefined graphics, centered around the lyrics of the 1997 Backstreet Boys hit “Everybody (Backstreet’s Back).” Viewers are introduced to the ad with the words “Oh my god we’re back again.”
The intent behind this no-frills strategy is to capture attention by departing from the polished aesthetics common in Super Bowl promotions. Cat Ferdon, Coinbase’s chief marketing officer, explained in a recent interview that the aim is to create a shared experience during the game, encouraging the audience to sing along. “We’re still competing with people’s cell phones, and this ad will undoubtedly get them and anyone to look up,” she noted, underscoring that the ad’s goal is to illustrate that cryptocurrency is accessible to everyone—not just the tech-savvy.
Coinbase is not the first brand to adopt an understated advertising approach. In 2020, Lifeminders.com aired a commercial that highlighted its own lack of sophistication, proclaiming it “the worst commercial in the Super Bowl.” Similarly, Oatly’s 2021 ad showcased a senior executive playing a keyboard in a field, promoting its oat milk product in a laid-back manner.
These simpler ads contrast sharply with the expectations of Super Bowl viewers, who anticipate high-profile celebrity appearances, stunning visuals, and clever music choices. Previous notable commercials, like Apple’s groundbreaking “1984” ad and Chrysler’s “Halftime in America” featuring Clint Eastwood, set the bar high for creativity and emotional engagement.
Despite their plainness, some straightforward advertisements have made a lasting impression. GoDaddy gained traction with its basic commercials, focusing on eye-catching, albeit controversial, visuals, while Cash4Gold successfully utilized celebrity endorsements in a similarly unpolished format.
With a growing number of start-ups and relatively inexperienced advertisers entering the Super Bowl arena, there is a significant emphasis on digital outreach over traditional advertising. Companies now highlight their brand’s reliability while trying to capture attention among tens of millions of viewers.
Coinbase executives believe that their approach resonates well with the Super Bowl audience. Ferdon noted that the previous year’s ad generated significant engagement, with the company reporting 20 million hits on its landing page within a minute of the QR code’s appearance during the game.
Joe Staples, Coinbase’s vice president of creative, remarked on the unique attributes of the Super Bowl audience, suggesting that many viewers might have indulged a bit during the festivities, making this simple, fun ad a potential hit. The design team deliberated over various elements, from adding backgrounds reminiscent of karaoke bars to including fun graphic embellishments, but ultimately decided on a restrained approach to avoid distraction from the main message.
The hope is that this advertisement will evoke emotion, an attribute seldom associated with cryptocurrency brands. Ferdon emphasized the importance of fostering a sense of unity, as 60% of Super Bowl viewers often watch with others. “It’s something we do in a group,” she stated, advocating for a lively, participatory experience through the ad.
To stand out in a crowded field of Super Bowl commercials, breaking the mold may be essential. Ferdon noted, “Ideas stand out,” signifying that innovation in advertising requires stepping away from the conventional to truly make an impact.
