Coinbase returns to the Super Bowl with a Backstreet Boys karaoke spot

Super Bowl commercials tend to look like mini movies, packed with celebrities and polished gags. Coinbase went the other direction. Instead of a cast, the screen filled with karaoke-style lyrics and lo-fi graphics, turning living rooms and sports bars into a one-minute singalong.

The exchange aired a 60-second spot during Super Bowl LX built around the Backstreet Boys 1997 anthem “Everybody (Backstreet’s Back).” Viewers saw on-screen lyrics timed to the music, with wording tweaked to echo Coinbase’s crypto is for everybody theme. The company said the goal was to create a shared moment that people could participate in together, rather than watch passively. The approach is a clear callback to Coinbase’s last Super Bowl appearance. In 2022, the brand ran a minimalist ad that showed a bouncing QR code on a blank screen. That spot became a cultural talking point and sent a flood of traffic to a landing page in seconds. Coinbase is now leaning on the same stripped-down style, but with a different hook: nostalgia and participation. 

Coinbase also treated the ad as the start of a longer campaign. The company said “Everybody Coinbase” would extend into major out-of-home placements, including a takeover in New York’s Times Square and an activation on the Las Vegas Sphere Exosphere, with additional screen runs planned in other venues. 

The broader context is timing. Crypto brands have been more selective with splashy marketing since the 2022 boom cooled, while prediction markets and regulated derivatives products have been pulling more mainstream attention. Coinbase’s Super Bowl return reads like an attempt to claim cultural space again without overselling the product.

For viewers who missed it live, the ad is already circulating online, and the full spot is available through ad trackers.