The MARKETING RX: The SuperBowl Ad Marketers Can All Learn From

February 10, 2026

The MARKETING RX

Marketing doesn’t reward safe. It rewards memorable.

This year’s Coinbase’s crypto karaoke Super Bowl ad proved that taking a creative risk can cut through the noise. 

Attention beats approval

THE BIG DOSE 

Coinbase ran a minimalist, karaoke-style spot built around flashing lyrics from a Backstreet Boys hit, inviting viewers into a shared, participatory moment rather than explaining crypto.

Crypto isn’t universally loved or understood, yet this campaign didn’t try to convince everyone. It instead focused on creating a moment people would notice and talk about.

This approach wasn’t accidental. The brand framed the Super Bowl viewing experience as similar to karaoke culture, playful, communal, and social, making the format feel contextually relevant. 

Some people loved it. Others didn’t. That’s the reality when you take a creative swing like this. But whether viewers were on board or not, it was memorable, and in a year where Coinbase was the only major crypto brand in the mix, capturing attention was what mattered. 

The takeaway? Marketing doesn’t have to win everyone over. It just has to stand apart. When you’re operating in a polarizing space, getting noticed can be far more valuable than over-explaining.

Rapid Release

QUICK HITS

Here are a few things buzzing in the marketing world this week:

  • AI dominated Super Bowl advertising, appearing in 23% of all commercials. As expected, backlash was heavy online, criticizing the use of AI in creative spaces.
  • Claude AI used its Super Bowl spot to take a jab at ChatGPT’s new ad push, positioning itself as ad-free while competitors explore monetization. The messaging clash unfolded publicly, making AI one of the game’s biggest themes.
  • Season 2 of Market Like a Mother is coming soon! This season will dive deeper into founder stories and personal experiences behind building something meaningful. Stay tuned!

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