Coinbase is making its second appearance in America’s most-watched sporting event with a 60-second spot designed for viewers to watch together. The ad, titled Everybody Coinbase, is a karaoke-style spot inviting households, sports bars, and watch parties to sing along to the familiar song Everybody (Backstreet’s Back). The campaign also includes extensions in Times Square and on Sphere’s Exosphere, reflecting activation beyond the game.
Four years earlier, Coinbase debuted its national advertising with a QR code that tracked across TV screens, generating more than 20 million landing-page hits in a minute. Coinbase’s chief marketing officer Catherine Ferdon says the company aims to bring people together for a shared crypto experience, and the campaign is about making crypto approachable, accessible, and secure for everybody. Alongside its spot in Sunday’s championship game, the ad appears in several creative extensions around the country.
The ad’s message is supported by data that 52 million Americans have used crypto, with the demographics spanning generational and political divides. Upcoming activations include a takeover in New York’s Times Square and an activation on Sphere’s Exosphere, the world’s largest LED screen, in Las Vegas starting Sunday, Feb. 8, with another encore at the Chase Center in San Francisco on Monday, Feb. 9. The effort, developed with Isle of Any, extends Coinbase’s collaboration with the agency to translate the campaign into nationwide, live experiences that blur the line between audience and brand. Toby Treyer-Evans, Co-Founder of Isle of Any, said, “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 added, “We loved the idea of turning every screen in the country into karaoke, with 150M people inadvertently singing along to Coinbase and our message… belting out everything we wanted to say.”
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