US EditionCreatives React: Coinbase Brings a Puzzling Karaoke Moment to Super Bowl 60
Coinbase’s 60-second spot used retro karaoke visuals with Backstreet Boys’ hit to create a communal singalong, aiming to make cryptocurrency more relatable to millions of viewers.
- On Feb. 8, Coinbase returned to the Super Bowl with a 60-second karaoke ad using the Backstreet Boys' `Everybody ` and retro graphics.
- After its viral 2022 QR-code stunt that crashed Coinbase's website and generated 20 million hits per minute, Coinbase remains the largest U.S.-based crypto exchange with a $51 billion valuation.
- Cat Ferdon, Coinbase chief marketing officer, said the stripped-down karaoke-style, text-only execution avoids polished Super Bowl tropes to create a shared, high-energy moment that signals `crypto is for everybody`.
- Of the 120 million tuning in, Coinbase expects the spot to compete with viewers' cellphones despite $8 million to $10 million per 30 seconds at stake this year.
- By tapping Backstreet Boys nostalgia, Coinbase targets the 35-49 demographic using a lo-fi, retro aesthetic and Y2K nostalgia to add emotional appeal.
12 Articles
12 Articles
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