In an unexpected move, Coinbase brought a wave of nostalgia to the Super Bowl with a karaoke ad that transformed the popular Backstreet Boys tune into a crowd-pleasing experience.
The advertisement was straightforward, energetic, and intentionally quirky. It didn’t showcase any product specifics; instead, it presented just the lyrics and an engaging chorus to sing along to.
Sources indicate that the ad aired early in the game, quickly spreading to both Times Square displays and social media platforms.
Super Bowl: Tapping Into Nostalgia for Marketing Success
The Super Bowl ad seemed to prioritize emotional connection over technical details. It featured “Everybody (Backstreet’s Back)”, inviting audiences to join in and celebrate crypto, a daring approach considering Coinbase’s earlier QR code advertisement that had aimed for viral attention.
The central theme was evident: evoke feelings first. Whether these feelings translate into user registrations poses another question. Some viewers found it entertaining, others were perplexed, but many recognized the tune and joined in the festivities instead of changing channels.
Diverse Public Reactions
Almost immediately, social media was ablaze with reactions. Many applauded the levity it brought, offering a refreshing contrast to the usual serious financial discourse, while others critiqued the ad for failing to explain Coinbase’s significance.
If you’re discussing it, it did its job.
— Coinbase (@coinbase) February 9, 2026
Discussions online revolved around the song choice and the practicality of using a catchy tune to promote a digital exchange.
The way there was an uproar with groans and shouts at the end of the ad says a lot.
— Andrew Solender (@AndrewSolender) February 9, 2026
Analyses highlight the ad’s extensive reach; however, they also note that reach doesn’t necessarily equate to conversion. It can generate conversation without directing viewers toward actionable next steps.
The Coinbase ad was a quietly brilliant move; those criticizing it might not grasp the essence of marketing. Just look at the videos of individuals singing along. Everyone who saw it will definitely remember Coinbase when considering crypto.
— Petrify (@PetrifyTCG) February 9, 2026
The ad generated plenty of buzz in crypto conversations during the game, while traders remained focused on funding streams and market movements.
Market actions were mixed, with viewers caught between the excitement of the ad and the critical numbers influencing their investments. In essence, the karaoke ad competed with real-time trading updates for audience engagement.
Coinbase CEO Brian Armstrong defended the advertisement via X, stressing that standing out in a crowded marketplace often necessitates a distinctive approach, as audiences generally give commercials only partial attention amidst the noise.
I embraced the concept for our Super Bowl ad instantly. It’s distinctive, much like our QR code ad from 2022.
Viewers often watch commercials half-heartedly (buzzed, in noisy environments). It requires something uncommon to break through.
Transforming 100M+ screens into…
— Brian Armstrong (@brian_armstrong) February 9, 2026
The Creative Balance
This type of advertising approach has its merits. Traditional product advertisements can easily be overlooked, while a catchy song lingers in memory. Coinbase’s marketing team framed the campaign as a moment of community engagement, a way to connect enthusiasts and skeptics through a shared, albeit peculiar, experience.
The boldness of the advertisement was also a risk: it could gain meme status or fade into obscurity. Both scenarios drive dialogue, but only one might effectively convert viewers into actual users.
Room for Clarification
Discussions suggest that the ad deliberately omitted foundational explanations about cryptocurrency and security features. This lack of clarity left some viewers hungry for additional information.
They sought answers about Coinbase’s functions, security measures, and the relevance of a playful commercial when considering where to store their investments. These practical inquiries go unanswered by the music and lyrics.
Seahawks Triumph Over Patriots in Super Bowl LX
The Seattle Seahawks emerged victorious against the New England Patriots in the Super Bowl 60 (LX) matchup, clinching a 29‑13 win on February 8, 2026, at Levi’s Stadium in Santa Clara, California.
Image sourced from CNN, graphic provided by TradingView
