Coinbase Super Bowl Ad Goes Viral

A Different Approach From 2022

Instead of repeating the stark QR code stunt from 2022, which crashed their app but made headlines, Coinbase focused on joy and nostalgia. This year’s ad, titled “Everybody Coinbase,” featured a karaoke-style singalong using the Backstreet Boys’ iconic hit “Everybody (Backstreet’s Back).”

The commercial didn’t look like a crypto ad at all, until the very end. It opened with a countdown and lyrics on screen, mimicking early 2000s karaoke visuals with dated transitions, glowing neon fonts, and off-key instrumentals. For most of the 60-second spot, there was no mention of Coinbase. Only in the final seconds did viewers see the brand name and the message: “Crypto. For everybody.”

Executed for Shared Enjoyment

The ad was developed by creative agency Isle of Any. Coinbase’s VP of Creative, Joe Staples, explained that the idea was to match the Super Bowl’s communal energy. Since over 60% of viewers watch with others, the goal was to make people smile and maybe even sing along.

CMO Catherine Ferdon put it simply: “We didn’t just buy an ad. We bought a vibe.”

Not Just on TV

Coinbase expanded the campaign beyond the broadcast.

On Super Bowl Sunday night, the Las Vegas Sphere, currently the world’s largest LED screen, displayed a custom activation tied to the ad. Though exact visuals weren’t disclosed, the Sphere display aimed to extend the karaoke energy into the real world. With display slots costing up to $2 million, this was a major investment.

Other activations included:

• A Times Square takeover in New York.
• A Jumbotron ad at the Golden State Warriors game in San Francisco on February 9.
• Social media extensions featuring cameos from boy band members like Lance Bass and Chris Kirkpatrick.

Reactions and engagement across social platforms are still coming in, but early signs suggest the campaign sparked plenty of buzz.

Big Money Behind the Campaign

The Super Bowl ad alone likely cost Coinbase around $16–$20 million in airtime, based on the going rate for 60-second national spots in 2026. Licensing the song, producing the karaoke visuals, and paying for creative development likely added several million more.

The Las Vegas Sphere activation may have cost up to $2 million, especially given the game-day timing. With only two brands featured on the Sphere during Super Bowl Sunday, Coinbase clearly went all in.

Altogether, when you factor in the TV ad, Sphere, Times Square, Warriors game, and digital campaign, Coinbase’s total spend likely landed between $20–$30 million. Unlike the 2022 campaign, this one leaned into brand awareness rather than user acquisition.

Context and Contrast

Coinbase skipped the 2023–2025 Super Bowl cycles, but 2026’s market rebound provided an opening. While 2022’s “Crypto Bowl” was filled with exchange ads and celebrity hype, this year’s ads focused more on creativity and nostalgia.

In this environment, Coinbase tried to reposition itself, not just as a crypto platform, but as a brand with cultural reach. And it did so by reminding people that crypto doesn’t have to feel complicated. It can feel familiar, fun, and shared.