We’ve known for a few weeks now that crypto-currencies have been invited to the 2022 edition of the Super Bowl, one of the most followed and mediatized sports events in the world. FTX, eToro, Coinbase or Crypto.com, a review of the cryptocurrency ads that marked this event.
The newcomers: the exchanges
On Sunday night, the famous Super Bowl saw the Los Angeles Rams and the Cincinnati Bengals face off. As usual, the game was not only played on the field, but also outside. Nearly 40% of the advertisers in the commercials were newcomers.
For the biggest brands, getting an ad slot in the US championship game is a real sign of success, as their value is so significant. With 100 million viewers, the Super Bowl is one of the most watched sporting events in the world.
For this 2022 edition, the various cryptocurrency exchange platforms have been racing to get a commercial. Whether it is Crypto.com, FTX or Coinbase, all have paid millions of dollars to get a few seconds of visibility.
Coinbase, a daring gamble that works
Coinbase is one of the most popular cryptocurrency exchange platforms, especially in the United States. In fact, it is very often the most downloaded application in the Apple Store.
Coinbase’s advertisement aired in the first quarter of the finals. For its first appearance at a Super Bowl, the American company was clever and daring, to say the least. For 60 seconds, viewers saw the Coinbase logo scrolling in a very minimalist 2D environment.
Very quickly, the logo gave way to a QR code. This led to their website, with an offer of $15 worth of Bitcoin to all new users. A communication coup that was welcomed by many Internet users. However, just a few seconds after the commercial was broadcast, the Coinbase application simply saturated.
In short, Coinbase spent $16 million to broadcast a simple colored QR code in front of 100 million viewers for 60 seconds, only for their website to crash.
FTX, the Internet’s favorite ad
FTX is one of the most widely used cryptocurrency exchange platforms in the United States. Adept at large-scale partnerships and huge communication stunts, FTX set the bar high during the Super Bowl finals, inviting comedian Larry David for a skit entitled “Don’t Miss Out”.
Released just minutes before halftime, the commercial features Larry David as different characters across several eras. In each situation, he plays an authority figure to whom we see various revolutionary inventions (the wheel, electricity, etc.) being proposed and systematically refused.
We also see him skeptical about the independence of the United States or the launching of a rocket on the moon. And finally, when Larry opposes the proposal of a cryptocurrency buying platform, FTX, the ad addresses the viewer: “Don’t be like Lary, don’t miss the next big thing”.
eToro, okay but can do better
The famous trading platform eToro, which also offers investment in cryptocurrencies, also wanted to take its share of the cake. The ad features a user questioning the community about his investments: should he turn to the stock market or cryptocurrencies?
Then, we see a wave of users flying through the city and heading towards him to ask the question: “To the moon?”. Literally translating to “to the moon?”, this expression is a recurring joke in the cryptocurrency world. A well-crafted ad, but one that clearly didn’t catch the attention of viewers.
Crypto.com, the perfect timing
Unlike its competitors, Crypto.com opted for a simple, short and effective formula. The ad features U.S. basketball superstar Lebron James in conversation with a version of himself from his 2003 debut.
As the young Lebron seems excited to discover the world of tomorrow, filled with electric cars and new technologies, he asks his future self if he was ready for what was to come. Then he replies, “I can’t tell you everything, but if you want to make history, you’ll have to make your own decisions.”
With this new ad, LeBron James joins the long list of professional athletes who support the democratization of cryptocurrencies.
