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Brian Armstrong Reveals Behind the Scenes of Coinbase’s Super Bowl Ad

Ruholamin Haqshanas
Last updated: | 1 min read
Source: A video screenshot, Youtube/Commercials


This year’s Super Bowl, the annual playoff championship game of the US National Football League, had multiple ads coming from the major crypto players, and one unusual advertisement by the major crypto exchange Coinbase seems to be an unlikely Super Bowl winner.

The ad, which was not as cinematic or soul-stirring as one might expect, still managed to get the attention of millions of users, crashing the website for the exchange.

said that, initially, an advertising agency pitched a bunch of standard Super Bowl ad ideas, which he didn’t like because they were “standard super bowl ads tend to be gimmicky, celebrity cameo driven, going for a laugh etc.”

“It never made sense to me why I should like a product because a famous person got paid to say they like it,” Armstrong said.

According to him, they finally did manage to come up with some “wild ideas,” but they were running short of time and were not able to produce those ads.

One of the original ideas included a QR code, which was partly inspired by Reddit’s Super Bowl commercial in 2021:

Ha. $14M on the 60 seconds.

But $100k to produce, animate, post, and deliver – with likely a lot of rush fees.

Just about right at the moment .

— MintyFreshVibes 👺🎙️(🍌) (@MintyFreshVibe) February 21, 2022

“I guess if there is a lesson here it is that constraints breed creativity, and that as founders you can empower your team to break the rules on marketing because you’re not trying to impress your peers at AdWeek or wherever. No ad agency would have done this ad,” Armstrong said. 

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