The Backstreet Boys’ Super Bowl Double Dip: A Sign of Things to Arrive for Brand Partnerships?
Super Bowl LXI wasn’t just about football; it was a battleground for brands, and a surprising twist involved the Backstreet Boys. The iconic boy band appeared in commercials for both T-Mobile and Coinbase, highlighting a growing trend: leveraging established nostalgia for maximum impact. This dual appearance sparked industry discussion and raises questions about the future of celebrity endorsements and music licensing in advertising.
The Power of Nostalgia in Modern Marketing
The 1990s are having a moment. Dunkin’ also leaned into this trend with a 90s-themed ad, demonstrating a broader appeal to audiences craving familiar comforts. The Backstreet Boys, with their enduring popularity across generations, perfectly embody this nostalgia. Andrew Panay, head of Panay Films and the creative force behind T-Mobile’s commercial, noted the band’s “legacy, freshness…broad appeal” as key factors in their selection. This isn’t simply about appealing to Gen Xers; it’s about tapping into a shared cultural touchstone that resonates with younger audiences discovering the music for the first time.
Did you know? The Backstreet Boys’ performance at The Sphere in Las Vegas inspired the T-Mobile ad concept, demonstrating the power of live experiences in influencing marketing strategies.
The Rise of Dual Endorsements and Brand Competition
The simultaneous use of the Backstreet Boys by T-Mobile and Coinbase is unusual, but it signals a potential shift in how brands approach endorsements. Competition for high-profile talent is intensifying, leading to bidding wars and, in this case, parallel campaigns. While T-Mobile secured the rights to “I Want It That Way,” Coinbase opted for “Everybody (Backstreet’s Back),” demonstrating a willingness to coexist – and even benefit from – a shared celebrity presence. Coinbase VP of Creative, Joe Staples, acknowledged the potential for positive chatter resulting from the dual appearances.
Crypto’s Continued Push Despite Market Volatility
Coinbase’s Super Bowl investment is particularly noteworthy given the recent turbulence in the cryptocurrency market. Despite a 20% drop in Bitcoin’s value since the start of 2026 and the fallout from the FTX bankruptcy, the company remained committed to a high-profile ad campaign. This suggests a long-term belief in the potential of crypto and a desire to maintain brand visibility even during challenging times. The company’s creative approach, a karaoke-inspired ad, aimed to capture the playful, communal spirit of the Super Bowl experience.
Pro Tip: Brands facing industry headwinds can leverage nostalgia and relatable creative concepts to build trust and reinforce their core values.
The Evolving Metrics of Super Bowl Ad Success
While the Super Bowl remains the most expensive advertising slot, measuring success is becoming more complex. Traditional metrics like viewership are still important, but brands are increasingly focused on immediate engagement and long-term impact. EDO’s TV Outcomes rankings, which measure “share of search” as a predictor of future sales, revealed that T-Mobile’s ad outperformed Coinbase’s, ranking 17th versus 47th out of 98 ads. This highlights the importance of creating ads that not only capture attention but also drive measurable action.
The Future of Music Licensing in Advertising
The Backstreet Boys’ Super Bowl experience underscores the value of music licensing in advertising. Securing the rights to a popular song can be costly and competitive, as demonstrated by the near “bidding war” for “I Want It That Way.” Yet, the potential return on investment – increased brand awareness, positive sentiment, and sales – can be significant. Expect to witness more brands vying for iconic songs and artists in future campaigns.
FAQ
Q: Why did the Backstreet Boys appear in two Super Bowl commercials?
A: Both T-Mobile and Coinbase independently secured deals with the Backstreet Boys, recognizing their broad appeal and cultural relevance.
Q: Was there competition between T-Mobile and Coinbase for the same song?
A: Yes, T-Mobile licensed “I Want It That Way” and faced interest from other brands, while Coinbase had planned to use “Everybody” from the beginning.
Q: What does Coinbase’s Super Bowl ad say about the future of crypto advertising?
A: Despite market volatility, Coinbase’s investment signals a continued belief in the long-term potential of cryptocurrency and a commitment to brand building.
Q: How are brands measuring the success of Super Bowl ads now?
A: Beyond viewership, brands are focusing on metrics like immediate engagement, “share of search,” and their predictive impact on future sales.
What are your thoughts on the Backstreet Boys’ Super Bowl appearances? Share your opinion in the comments below!
