Both T-Mobile and Coinbase featured the Backstreet Boys in Super Bowl LX in 2026, but their commercials used different songs to make different pitches. T-Mobile reworked “I Want It That Way” to sell its wireless service and benefits; Coinbase used a karaoke-style sing-along to “Everybody (Backstreet’s Back)” to frame crypto as something for everyone. The available reporting documents their creative approaches, not which ad performed better.
How the T-Mobile and Coinbase ads differed
| Creative choice | T-Mobile | Coinbase |
|---|---|---|
| Backstreet Boys song | “I Want It That Way” | “Everybody (Backstreet’s Back),” released in 1997, according to the Associated Press |
| Presentation | A reimagining of the song to carry a wireless-service pitch | A karaoke-style sing-along, described by the Associated Press |
| Intended message | T-Mobile’s network, value and benefits, as presented in the company’s campaign release | Crypto is for everyone, according to Marketing Dive’s Super Bowl ad tracker |
The distinction is in how each ad put the familiar music to work. T-Mobile adapted a song to connect the performance to a product pitch. Coinbase built its execution around audience participation and recognition of a different hit. That is a comparison of creative choices and stated messages, not evidence that one approach was more persuasive.
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What T-Mobile’s commercial said
T-Mobile’s February 6, 2026 newsroom release said the company was returning to the Big Game for the 13th consecutive year. It described a commercial featuring the Backstreet Boys, Druski, mgk and Pierson Fodé, with “I Want It That Way” reimagined to present the company’s wireless network, value and benefits.
The release’s campaign line was: “when it comes to wireless, people don’t want it any way, they want it that way.” This is T-Mobile’s own advertising language; the release does not independently establish comparative claims about network quality or value.
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How Coinbase used karaoke to pitch crypto
The Associated Press reported that Coinbase’s commercial encouraged viewers to sing along to “Everybody (Backstreet’s Back).” Marketing Dive’s Super Bowl LX ad tracker described the spot as a 60-second commercial in the second quarter, with a message that crypto is for everyone.
Coinbase had also advertised during the Super Bowl in 2022 with a bouncing QR code, according to Marketing Dive. That earlier spot is separate from the 2026 Backstreet Boys commercial.
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Why nostalgia made sense—and what it does not prove
The Associated Press reported Kimberly Whitler’s research finding that 28% of Super Bowl ads in 2015 had an element of nostalgia, compared with 54% in 2025. The original study was not identified in that report, and the figures do not show that nostalgia caused either 2026 commercial to succeed. They offer context for the use of a well-known band and songs, not a verdict on either ad.
The event’s audience was also substantial: 127.7 million people in the United States watched the 2025 Super Bowl across television and streaming, according to the Associated Press. That is an event-level audience figure, not a measurement of reach or impact for either 2026 campaign.
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What is known about the ads’ performance
The cited coverage establishes the songs, formats and intended messages, but it does not provide an ad-level performance comparison or evidence of consumer response. It therefore cannot establish which commercial was more successful. T-Mobile’s network and benefits language should be read as the company’s campaign claims, rather than as an independent evaluation.
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