• J Markezic and M Bacina

Crypto businesses make a blitz play: Ranking the Superbowl LVI crypto advertisements



It's a long held tradition - businesses paying an obscene amount of capital to get a mere few seconds of airtime during the big dance - and this year's Superbowl LVI was no different.


Crypto businesses sought to try a blitz play in terms of advertising this year, and managed to break through the defensive line to score a touchdown and steal the spotlight.


Let's do a play-by-play and rank this year's crypto ads, as well as tackle consumer engagement and response.


4. Coinbase's 'DVD' logo stunt


We've all been there - whether it was Sunday family movie time, or that long intrastate bus ride - waiting patiently for that pesky DVD logo to hit the corner. Coinbase - one of the most popular crypto exchange platforms in the U.S. - capitalised on our collective lament and yearning for that watershed corner moment.


Coinbase realeased a minimalist ad with a yellow 'C' mimicking the DVD logo. The letter promptly changed to a QR code that redirected users to Coinbase's loading page that promoted a free Bitcoin giveaway.


Suffice it to say, the website crashed due to the rapid uptake by consumers. This stunt cost Coinbase $14 million.


Whilst clever, the execution of the play led to the Coinbase quarterback being sacked.


3. eToro and Old Blue Eyes


How many times have we heard this question - 'Where to start?' with respect to cryptocurrencies and stocks. FThe eToro offensive co-ordinator (marketing team) really stressed the community aspect of crypto-asset investment, coining the slogan 'FlyWithUs.'


Of course, there would have been a flag thrown on the field if that slogan wasn't ably assisted by Frank Sinatra's timeless classic 'Fly Me to the Moon.'


eToro also released an unofficial half-time bingo card that punters could play along to. However, there were no $10 house drink vouchers or free coin offerings available to punters who played along.


Unfortunately, there wasn't as much hype surrounding this ad as much as the subsequent ones on this list, but we're giving them a Distinction for their use of Cranky Franky.


2. The next episode - Crypto.com


If the return of CGI Luke Skywalker in the Mandalorian TV Series (spoilers!) wasn't an indication of how prevalent the use of computer-generated characters would be in films, then I'm sure a de-aged LeBron James may be enough to convince you.


Crpyto.com drafted both 2022 LeBron and 2003 LeBron to co-star in the thirty-second ad. The two legends had a conversation between themselves, with the 2003 LeBron eager to know what the future looked like.


2022 LeBron responds simply with a poignant but wise response:


I can’t tell you everything, but if you want to make history, you gotta call your own shots.

This ad was well received by consumers, consdiering LeBron became the highest-scoring player in NBA history within the week leading up to the Superbowl. Bits of Blocks has also previously reported on LeBron's engagement with the crypto environment.


1. Curb your enthusiasm for FTX


Taking out number one on our list - the social assassin himself, Larry David. FTX's rather clever advert features David - who some will know as the co-creator of Seinfeld, and the star of his very own show Curb Your Enthusiasm - dismissing key inventions throughout history.


David promptly shoots down a Mesopotamian trailblazer after he is shown the wheel. David politely tells a budding scientist by the name of Edison that electricity 'stinks.' David also complains that if he is unable to get tuna without celery, NASA would also be unable to land a man on the moon.


This all leads to the ad's crescendo, where David is presented with the FTX app and immediately says in true Larry David fashion:

Ah, I don't think so.

FTX then stresses the importance of not being like Larry, and for consumers to not miss out on the next big thing. Prettay prettay prettay good form from FTX, well deserving of our number one spot.