© Damian Dovarganes, Associated Press. Lazaro Real Cruz (center right) reacts as Damien Williams of the Kansas City Chiefs scores a touchdown in the second half of Super Bowl 54 against the San Francisco 49ers in this February 2, 2020 file photo.On Sunday, some 100 million sports fans will see something they haven't seen on Super Bowl television in 30 years.
An ad for non-alcoholic beverages from the self-proclaimed "King of Beer," St. Louis beverage giant Anheuser-Busch.
And football fans who watched the Los Angeles Rams play the Cincinnati Bengals last year may find that something is missing from Game 57 of the NFL Championship.
This is because the cryptocurrency companies that collectively stole the show during last year's Super Bowl promotional campaign will not be participating in Sunday's Fox Sports game between the Philadelphia Eagles and the Kansas City Chiefs.
Cryptocurrency Is The Big Deal At Super Bowl LVI
Last year's Super Bowl was dubbed the "Crypto Bowl" in the advertising world thanks to some memorable commercials that seemed to mark the weekend for cryptocurrency companies.
FTX, Coinbase, Crypto.com, and eToro have blocked slots in the past year known as much for their exorbitant jackpots ($6 million to $7 million this year for a 30-second ad) and well-established companies and startups. the same ones who go out of their way to use their work to ridicule and/or mock a mass audience.
This is really a legend. 1984 Super Dark Apple commercial (1984); e-commerce baby (2008-2013); commercials for Budweiser Wassup (2000), Frogs (1995) and Lost Dog (2015); From Puppymonkeybaby to Mountain Dew (2016) and the list goes on.
And cryptocurrency advertisers did a great job last year of capturing their viral advertising moments.
Cryptocurrency exchange FTX has hired Seinfeld co-creator and star of the hit HBO comedy show Larry David to appear in ads depicting him in various historical scenarios as a dead child. less seen. - Future. David's signature curmudgeon was a huge hit, but received mixed reviews from his die-hard fans, who reacted with horror or joy, depending on where they fell on the crypto love scale.
Another cryptocurrency exchange, Coinbase, blew up with an ad that seamlessly blended inexplicable intrigue with a floating QR code bouncing across the screen, sparking enough fan reaction to briefly shut down Coinbase's website.
Cryptocurrency is crashing
The massive impact of Crypto in last year's Super Bowl commercials and the hype they generated were telltale signs at a time when the industry was going through a rut. But a lot can change in a year, and when it comes to the crypto market and digital currency investors, 2022 has been a long and sad year since the Super Bowl.
In total, cryptocurrencies lost almost $2 trillion in value during the year, with big players like Bitcoin and Ethereum losing more than 60%. While the presentation of the macros was bleak, the detailed look at various use cases gets even bleaker.
While Larry David's Super Bowl commercial was just one episode in a larger, multi-celebrity commercial glamor campaign, FTX is currently gaining momentum for decidedly less rosy reasons.
FTX took the first step toward a massive financial collapse last November after details about its liquidity problems emerged. The company has since filed for bankruptcy, and FTX founder and former CEO Sam Bankman-Fried has been indicted on various charges, including securities fraud and conspiracy, individual securities fraud and fraud, money laundering and conspiracy. avoid campaign financing; Bankman-Fried has pleaded not guilty and will appear in court in October.
Coinbase had a moment as a darling of emerging US cryptocurrency exchanges and had a historic IPO in 2021 when its valuation briefly rose to $80 billion. However, in 2022, the company's value plummeted. At the close of normal trading on Monday, Coinbase shares were trading at $74.50 per share, with a market capitalization at that price of just under $17 billion.
Crypto.com and eToro are also struggling in the cryptocurrency industry, which is still trying to gain momentum after falling from a wealth-based peak in late 2021.
Super Bowl Badu?
Although Anheuser-Busch has declined to renew its exclusive contract as the sole Super Bowl beverage advertiser, which it held from 1989 until last year's game, it will be the number one advertiser for Sunday's game. 1 is still there. greater exposure based on the minutes of advertising purchased.
But fans watching the game at halftime will also see ads for Heineken, Diageo, Remy Martin and Molson Coors, according to the Associated Press. Other big categories that spent big on Super Bowl LVII advertising included packaged goods like Doritos and M&Ms, movie studios and streaming services, car manufacturers and technology companies.