Coinbase returned to the Super Bowl on Sunday, debuting its first major television campaign since its viral 2022 QR code advertisement. The one-minute spot, titled “Everybody Coinbase,” featured a minimalist karaoke-style aesthetic with text-based animations synchronized to the Backstreet Boys’ 1997 hit, “Everybody (Backstreet’s Back).” According to Catherine Ferdon, Coinbase’s chief marketing officer, the creative direction was designed to foster a shared experience and highlight the growth of the digital asset community, moving away from high-conversion promotional tactics toward brand-oriented storytelling.
The campaign signals a strategic pivot for the exchange, which is currently positioning itself as a mainstream financial infrastructure provider. Unlike the 2022 ad that offered direct Bitcoin incentives, the 2026 spot prioritized accessibility and brand sentiment. Brian Armstrong, Coinbase CEO, defended the minimalist approach, arguing that simplified, unique content is more effective at cutting through the saturated media environment of the Super Bowl, an event dominated this year by competitive advertising from artificial intelligence firms.
Public reception was polarized, with reactions ranging from praise for the ad’s simplicity to vocal criticism in physical viewing venues. Industry analysts noted that the campaign included multi-platform activations at the Las Vegas Sphere and Times Square. While some viewers expressed skepticism following recent market volatility, Coinbase representatives maintained that the campaign’s success is validated by the high volume of social discourse and its ability to reinforce crypto’s presence in American consumer culture.
