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One free scan finds every outdated or missing driver and matches the right update for your exact hardware.Free scan · exact hardware matchIn Super Bowl LX in 2026, T-Mobile and Coinbase both featured the Backstreet Boys—but with different songs and different pitches. T-Mobile reworked “I Want It That Way” to sell its wireless service and benefits. Coinbase used a karaoke-style “Everybody (Backstreet’s Back)” sing-along to present crypto as something for everyone. The contrast is in the ads’ creative approach and intended message; the available reporting does not show which performed better.
How the two ads used the Backstreet Boys
| Creative choice | T-Mobile | Coinbase |
|---|---|---|
| Song | “I Want It That Way” | “Everybody (Backstreet’s Back)” |
| Presentation | Reimagined the song to carry a wireless-service pitch | Karaoke-style sing-along |
| Intended message | The company presented its network, value, and benefits | Crypto is for everyone |
T-Mobile’s February 6, 2026, newsroom release described the commercial as featuring the Backstreet Boys alongside Druski, mgk, and Pierson Fodé. The company said the spot reimagined “I Want It That Way” to promote its wireless network, value, and benefits. Its line that “when it comes to wireless, people don’t want it any way, they want it that way” is campaign copy, not independent evidence that T-Mobile’s network or value is superior to competitors’.
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The Coinbase execution took a different route: viewers were encouraged to sing along to “Everybody (Backstreet’s Back),” released in 1997. The Associated Press described the commercial as karaoke-style, while Marketing Dive’s Super Bowl LX ad tracker identified it as a 60-second spot in the second quarter and summarized its message as crypto being for everyone.
Why the creative approaches feel different
T-Mobile made the song serve the product pitch
T-Mobile connected a familiar song to the specifics of its own offer: wireless service and customer benefits. The song was adapted to make the brand’s pitch central to the commercial, according to the company’s campaign description.
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Coinbase made participation the framing
Coinbase’s karaoke format invited viewers to recognize and join in with a Backstreet Boys song. That sing-along presentation supported the broad-appeal message described by Marketing Dive. It expresses the campaign’s framing of crypto, rather than establishing how accessible or suitable cryptocurrency is for any particular person.
What nostalgia adds—and what it cannot 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. Those figures provide context for the use of familiar music in advertising, but they do not show that nostalgia caused either 2026 commercial to succeed. The original study was not identified in the AP report.
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The 2025 Super Bowl drew 127.7 million U.S. viewers across television and streaming, according to the Associated Press. That is an event-level audience figure; it is not a measure of how many people saw either 2026 ad or how viewers responded to it.
What is known about the ads’ performance
The available coverage establishes what the commercials did and the messages they aimed to convey, not their relative effectiveness. It does not establish which ad had greater reach, improved brand perception, generated more business, or was more successful with viewers. Any claim that one “won” would go beyond the evidence here.
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Coinbase’s earlier Super Bowl ad was different
Coinbase also advertised during the Super Bowl in 2022, but that earlier commercial used a bouncing QR code, according to Marketing Dive. It was separate from the 2026 Backstreet Boys karaoke spot.
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