The Super Bowl on , wasn’t just a sporting event. it was a battleground for brand messaging, and a surprising one unfolded between T-Mobile and Coinbase, both leveraging the enduring appeal of the Backstreet Boys. While the game itself drew a massive audience of approximately 120 million viewers, the advertising spots, particularly those featuring the iconic boy band, sparked a conversation about marketing strategy, brand recognition, and the evolving landscape of the cryptocurrency industry.
T-Mobile opted to re-record the Backstreet Boys’ 1999 hit “I Want It That Way” for its 13th consecutive Super Bowl advertisement. The spot, described as “flamboyant, silly, and riddled with celeb cameos” featuring Machine Gun Kelly, Druski, and Pierson Fodé, aimed to showcase the benefits of T-Mobile’s wireless services. The campaign originated with Andrew Panay, producer of films like *Wedding Crashers* and head of Panay Films, who was inspired after seeing the band perform at The Sphere in Las Vegas. Panay reportedly secured the licensing rights to the song after a competitive process, fending off interest from other brands.
Coinbase, meanwhile, deployed a different approach, utilizing a karaoke-inspired rendition of the Backstreet Boys’ “Everybody (Backstreet’s Back)” in its Super Bowl ad. The cryptocurrency exchange framed the spot as “an ode to crypto,” emphasizing its accessibility to the roughly 52 million Americans who have used it. Coinbase’s creative agency, Isle of Any, conceived the idea in the fall of , drawing a parallel between the Super Bowl viewing experience and a lively karaoke night – a shared, communal, and often boisterous atmosphere.
The dual use of the Backstreet Boys’ music underscores a broader trend of brands tapping into 1990s nostalgia to connect with a wide demographic. However, the context surrounding Coinbase’s ad is particularly noteworthy. The cryptocurrency market has faced significant headwinds in recent years, a stark contrast to the exuberance of , when Coinbase made a splash with its memorable QR code ad. The bankruptcy of competitor FTX and the subsequent imprisonment of its founder, Sam Bankman-Fried, coupled with a recent 20% drop in Bitcoin’s value since the start of , have created a challenging environment for the industry.
Despite these challenges, Coinbase chose to be the sole cryptocurrency brand advertising during the Super Bowl, investing in a high-profile spot that cost NBCUniversal upwards of $10 million for a 30-second slot. Joe Staples, Vice President of Creative at Coinbase, justified the investment by highlighting the unparalleled reach of the Super Bowl, stating, “There aren’t many forums with 120 million people watching.” The company seemingly wasn’t concerned about the overlap with T-Mobile’s campaign, viewing the contrasting approaches as potentially beneficial, generating further discussion and brand awareness.
The decision to utilize the Backstreet Boys, according to Panay, stemmed from their broad appeal. He noted their “legacy, freshness, long-time fans, new fans, male and female fans,” and their ability to resonate with both Gen Z and Baby Boomers. This cross-generational appeal is a valuable asset for brands seeking to maximize their reach during a major event like the Super Bowl.
Advertising industry reactions were mixed. Some creatives favored Coinbase’s unconventional approach, praising its boldness and creativity. Annika Welander, CEO of Someoddpilot, described the Coinbase spot as “creative that punches so far out of its weight class.” Others, like Amir Sahba, founder and CEO of Thinkingbox, believed T-Mobile’s ad was more effective in evoking an emotional response. EDO’s TV Outcomes rankings, which measure ad impact based on immediate engagement and predictive sales data, indicated a stronger performance for T-Mobile’s ad, ranking 17th out of 98 spots, compared to Coinbase’s 47th place.
The “Backstreet Bowl,” as some industry observers dubbed it, highlights the increasing complexity of Super Bowl advertising. Brands are no longer simply vying for attention; they are competing for cultural relevance, emotional connection, and a share of the post-game conversation. The contrasting strategies employed by T-Mobile and Coinbase demonstrate that there is no single formula for success, and that a willingness to take risks and embrace unconventional approaches can be just as important as a large advertising budget.
