Coinbase returned to Super Bowl advertising after four years with a Backstreet Boys–themed karaoke ad. ・The nostalgia-driven spot sparked mixed reactions, with some viewers saying millennials were being drawn into crypto through familiar pop culture.

The crypto company returned to the high-stakes Super Bowl advertising game Feb. 8 with a 60-second spot hoping to inspire a viewer singalong with Backstreet Boys’ “Everybody (Backstreet’s Back),” accompanied by low-def, retro karaoke graphics.

Coinbase returned with a playful ad, its first Super Bowl appearance since 2022. Crypto kept a low profile as AI dominated the 2026 ad lineup.

With its new ad, Coinbase once again invites viewers of the biggest game in football to engage with one another in a high-energy experience. Just four years ago, in the 2022 final, Coinbase made its national advertising debut with a colorful QR code that bounced around TV screens.