Most Super Bowl ads are flashy, loud, and packed with celebrity appearances. But some brands, like Coinbase, are opting for a simpler approach.
Last year, Coinbase baffled viewers with a minimalist ad featuring just a floating QR code. This year, they’ve taken it even further, creating a straightforward spot reminiscent of a karaoke screen from the ’80s. The ad features basic animations and displays lyrics from the Backstreet Boys’ hit, “Everybody (Backstreet’s Back),” beginning with, “Oh my god we’re back again.”
Coinbase’s marketing strategy is all about standing out. Cat Ferdon, the company’s chief marketing officer, explains that by avoiding the glossy feel typical of Super Bowl ads, they hope to grab viewers’ attention in a unique way. The goal is to create a shared moment during the game, getting fans to sing along and showing that cryptocurrency isn’t just for tech enthusiasts but is for everyone.
This isn’t the first time an ad has embraced simplicity. In 2020, Lifeminders.com aired a basic commercial with just black text on a yellow background, calling itself “the worst commercial.” Oatly and other brands have also used simple formats to make a statement.
Viewers usually expect star-studded campaigns filled with clever jokes and eye-catching visuals. Historical ads, like Apple’s groundbreaking “1984” spot or Chrysler’s emotional appeal in 2012, set high standards for creativity. However, some low-key commercials, like GoDaddy’s early ads or Cash4Gold’s quirky celebrity-focused spot, have still made an impact.
With the rise of start-ups entering the Super Bowl ad space, many brands have shifted from traditional marketing to digital strategies. They now aim to capture the attention of a broad audience, reinforcing their brand in memorable ways.
Coinbase believes that their 2022 ad, attracting 20 million hits in a minute, proves less can be more. “It was probably the most talked-about ad of the year,” Ferdon says.
Interestingly, Joe Staples, Coinbase’s VP of creative, shares a light-hearted take on the Super Bowl audience: “Of the 120 million viewers, I think 110 million have had a bit to drink.” Their ad’s karaoke theme fits this fun atmosphere, allowing people to connect over the shared experience of singing together.
Focusing on restraint was vital in the ad’s design. The team discussed every detail, considering whether to include common karaoke graphics. “Almost all of our conversations were about restraint,” Staples notes. This way, viewers can focus on enjoying the moment.
The ad aims to evoke emotion, something often missing in crypto marketing. Ferdon highlights that 60% of Americans watch the Super Bowl with others, making it a collective event. The intent is to spark a sense of togetherness among viewers.
Ferdon believes that successful Super Bowl ads sometimes need to break the mold. “Doing things other people aren’t doing stands out,” she says.
This year’s ad from Coinbase shows that simplicity can create a powerful connection, inviting everyone to join in on the fun of the Super Bowl together.
For more insights on advertising trends, check out this report from Ad Age.
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