Coinbase aired a 60-second Super Bowl LX commercial on February 9, 2026, transforming the classic Backstreet Boys hit “Everybody (Backstreet’s Back)” into a nationwide karaoke sing-along, ending with the tagline “Crypto. For Everybody.” The bright blue screen displayed lyrics, inviting viewers to join in, The Block. Filmed as a shared, nostalgic moment, the ad cost an estimated $8 million for the 30-second equivalent slot on NBC and Peacock, making it the only crypto-specific commercial during the game, according to Adweek.
The spot received sharply divided feedback:
Positive takes
Negative takes
Videos shared online showed groups singing happily until the Coinbase logoappeared, then reactions ranged from laughter to visible frustration.
Coinbase positioned the ad as “bold, engaging, and unapologetically Coinbase,” aiming to cut through noise and introduce crypto to new audiences, Emilie Choi (President & COO). It deliberately leveraged a universally loved 1997 song to create a feel-good shared experience, a stark contrast to the mysterious QR-code ad from Su Bowl 2022.
The gamble has worked in terms of attention: the spot generated massive social media discussion, memes, and clips. Whether it actually moved the needle on crypto adoption among casual viewers remains an open question.
Su Bowl viewership exceeded 100 million, giving Coinbase one of the largest single-day brand exposures possible in the United States. The ad also ran on the Sphere in Las Vegas and in Times Square, amplifying reach.
The ad aired against a backdrop of cooling crypto euphoria (as noted recently by Fed Gov. Waller) and a market pullback:
While Coinbase shares rose modestly (+1.29% to $167.25), the broader crypto equity rally was modest compared to earlier cycles. The ad’s polarizing nature may reflect and reinforce the current divided perception of crypto among mainstream audiences.
High recall & conversation = mission accomplished for awareness
Conversion to new users = still unknown (typical for Su Bowl ads)
Brand ception = further cemented as bold/unapologetic (loved by supporters, loathed by skeptics)
The Backstreet Boys karaoke spot will likely be remembered as one of the most talked-about crypto ads in history, whether for better or worse, depending on who you ask.
