Coinbase aired a 60-second karaoke-themed commercial during the first half of Super Bowl LX on Sunday, reworking the Backstreet Boys’ 1997 hit “Everybody (Backstreet’s Back)” into a singalong promoting cryptocurrency to a mass audience.
The spot, titled “Everybody Coinbase,” marks the exchange’s second Super Bowl appearance following its QR code ad in 2022. Where that earlier commercial drove 20 million landing-page hits in a single minute with a minimalist bouncing code on a black screen, this year’s effort took a different approach: scrolling lyrics, neon graphics, retro PowerPoint-style transitions and a modified version of the Backstreet Boys track.
The reworked lyrics swapped out familiar lines for crypto-friendly alternatives. “Am I original?” became “Am I the original crypto exchange?” while “Am I sexual?” was replaced with “Am I so secure?” The ad closed with a seven-second brand reveal and the tagline: “Crypto. For everybody.”
“We didn’t buy an ad, we bought a vibe,” said Catherine Ferdon, Coinbase’s chief marketing officer. “52 million Americans have used crypto, and the demographics cut across generational and political divides.”
Ferdon joined Coinbase as CMO in September 2025 from Block Inc., succeeding Kate Rouch, who left for OpenAI.
The campaign, developed with creative agency Isle of Any, also ran outside the TV broadcast. Coinbase took over the Exosphere on the Las Vegas Sphere and ran a simultaneous display in Times Square. A follow-up “encore” is scheduled for Monday at the Chase Center in San Francisco during the Golden State Warriors’ game against the Memphis Grizzlies.
“We loved the idea of turning every screen in the country into karaoke, with 150 million people inadvertently singing along to Coinbase,” said Toby Treyer-Evans, co-founder of Isle of Any.
The Backstreet Boys’ music appeared in two Super Bowl ads during the broadcast. T-Mobile also featured the band members in a separate commercial built around their 1999 song “I Want It That Way,” and some social media posts referred to the group as the “unofficial MVP” of the ad breaks. Former *NSYNC members Lance Bass and Chris Kirkpatrick joined the online conversation with reactions to the rival boy band’s big night.
