We’ve known for a few weeks now that cryptocurrencies have been invited to the 2022 Super Bowl, one of the most watched and talked about 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 face off against the Cincinnati Bengals. As usual, the game was not only played on the field, but also outside. Almost 40% of the advertisers in the commercials were newcomers.
For the biggest brands, getting an ad slot in the US championship final 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. Crypto.com, FTX and Coinbase have all paid millions of dollars to get a few seconds of exposure
Coinbase, a daring bet 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 app in the Apple Store.
The Coinbase advert was shown in the first quarter of the final. 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 scroll through a very minimalist 2D environment
ICYMI
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Sign up and see terms here → https://t.co/fKHisXZJJc pic.twitter.com/SDWUup2Ql5
– Coinbase (@coinbase) February 14, 2022
Soon the logo was replaced by a QR code. This led to their website, with an offer of $15 worth of Bitcoin to all new users. A communication move that was welcomed by many Internet users. However, within seconds of the advert airing, the Coinbase application was simply saturated.
In short, Coinbase spent $16 million to broadcast a simple coloured QR code in front of 100 million viewers for 60 seconds, only for their website to crash.
FTX, the internet’s favourite ad
FTX is one of the most widely used cryptocurrency trading platforms in the United States. Adept at large-scale partnerships and huge communication stunts, FTX set the bar high during the Super Bowl final, inviting comedian Larry David for a skit entitled “Don’t Miss Out”.
Released minutes before halftime, the ad features Larry David as different characters from different eras. In each situation, he plays an authority figure who is offered various revolutionary inventions (the wheel, electricity, etc.) and is systematically refused.
We also see him sceptical about American independence or launching a rocket to the moon. And finally, when Larry opposes the proposal of a cryptocurrency buying platform, FTX, the advert addresses the viewer: “Don’t be like Lary, don’t miss out on the next big thing”.
The next ₿ig thing is here, even if Larry can’t see it.
We’re giving away 7.54 bitcoin right now to celebrate!
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No Purch Nec. Subject to T&C: https://t.co/7oCC4YUk0M pic.twitter.com/RosZS0HZAS
– FTX (@FTX_Official) February 14, 2022
eToro, okay but can do better
Famous trading platform eToro, which also offers cryptocurrency investing, also wanted to take its share of the cake. The ad features a user asking the community about his investments: should he go for the stock market or crypto-currencies?
Then, 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:
Stocks, crypto and beyond. Discover the power of social investing FlyWithUs eToro pic.twitter.com/P01NJLxDZb
– eToro US (@eToroUS) February 14, 2022
Crypto.com, perfect timing
Unlike its competitors, Crypto.com has opted for a simple, short and effective formula. The ad features American basketball superstar Lebron James in conversation with a version of himself from his 2003 debut.
As the young Lebron seems excited about the world of tomorrow, filled with electric cars and new technologies, he asks his future self if he is ready for what is to come. So he says, “I can’t tell you everything, but if you want to make history, you’ll have to make your own decisions. “
In his moment of truth, @KingJames called it.
Fortune Favors the Brave FFTB pic.twitter.com/Snhpit3vnh
– Crypto.com (@cryptocom) February 14, 2022
With this new ad, LeBron James joins the long list of professional athletes who support the democratization of cryptocurrencies.
