Rams, Bengals and Crypto.com Invade the Super Bowl 56
More than 60 advertisers were shouting for attention during Super Bowl LVI, yet one clear message came through: The future of business is here. And especially this year, many people refer it as “Crypto Bowl” because we are going to see many cryptocurrency advertising in and around the game — NBA basketball professional LeBron James and his younger self talked about taking chances in an ad for Crypto.com., while Jimmy Butler introduces cryptocurrency exchange platform Binance.
Super Bowl advertising has long been used to sell mainstay consumer products from beer to chips to soda pop. But this year, audience can enjoy ads from vehicle manufacturer to cryptocurrency, and each 30-second slot cost up to $7-milliion. Super Bowl 56 is the first time, that cryptocurrency companies will be advertising on the largest stage on the world. This moment with all these companies buying ads in the Super Bowl, kind of caps off what has been in a long run up, for a cryptocurrency sector, in terms of its mainstream recognition and acceptance. And we are going to see with these ads is that this is a sort of unveiling moment of this entire business.
So, which companies are vying for American’s attention this football Sunday? And what can we expect from the big game and the new crypto advertisers?
Today, watching Super Bowl commercials has arguably become as fun as watching the game itself. And someone even agrees that Super Bowl Sunday is the most expensive real estate on all of television. New companies realize that if they want to cement their brand names like become the next Budweiser, or the next BMW, they need those eyeballs. We saw that COINBASE, FTX and Crypto.com advertised in the broadcast of the game this year. And the key message from Crypto.com is “Fortune favors the brave”. We also see that it really relies on the celebrities from Matt Damon to LeBron James (the name of home court of the Los Angeles Lakers is Crypto.com), because that seems to be what most businesses that are new try to do.
Last October, as parts of the market competition, Crypto.com released an ad, featuring Matt Damon to calling back on its rival FTX running campaign featured Tom Brady. The key message here was still “Fortune favors the brave”. The advertising is controversial, some don’t like the idea of putting Matt Damon in the ads as the right human doing a Crypto.com commercial. Well, I watched the ad, I gotta say I was thinking about all the dead bodies strewn across the Mount Everest so I guess yes, you have to be brave to get into crypto; and if you are one of those introverts trying to kiss a girl during the date, you have to be brave.
Besides the credits brought by the celebrities, other major market competitors like Biance just spread its ads around the game. They encourage people to forget about the celebrities and educate themselves, do some own research before making the decision. And ironically, they invite Jimmy Butler to deliver the message, kinda interesting though.
Well the craziness of football may fade away, but the fever for crypto business will not. I would suggest everyone do listen to some of the message these cryptocurrency companies sent to us: be brave and do your own research before joining the crypto feast.
