Amid the celeb sightings, 1990s nostalgia, GLP-1s galore, sports betting promos, and AI overload from final evening’s Tremendous Bowl — the Backstreet Boys discovered themselves in their very own battle between manufacturers. 

Their 1999 hit “I Need It That Manner” was a shock efficiency throughout T-Cell’s thirteenth consecutive Tremendous Bowl advert, which aired throughout the second quarter. It was flamboyant, foolish, and riddled with celeb cameos from the likes of rapper-rocker Machine Gun Kelly, comic Druski, and actor Pierson Fodé. 

Throughout the identical quarter, a barely rejiggered model of the long-lasting boy band’s “Everyone (Backstreet’s Again)” anthem confirmed up in a lo-fi karaoke-inspired advert that was finally revealed to be an advert for the cryptocurrency alternate Coinbase. The model framed the spot as “an ode to crypto” in a blog post, saying it was meant to sign that crypto is for everybody, and pointing to the roughly 52 million Individuals who’ve used it.

The thought to solid the band for T-Cell’s spot, and license “I Need It That Manner,” got here from Andrew Panay, the producer of Marriage ceremony Crashers and head of Panay Movies, which is liable for a lot of T-Cell’s flashiest industrial campaigns. 

He determined to rent the group after a “religious” expertise final summer time watching the band carry out at The Sphere in Las Vegas, he beforehand told ADWEEK.

However there was competitors over licensing rights, as a number of manufacturers had been fascinated by utilizing the tune for a Tremendous Bowl advert, Panay mentioned. “I licensed the tune, I put cash down, after which extra manufacturers got here after it,” he mentioned. It nearly amounted to a bidding conflict, he mentioned, “however I ended it.” 

T-Cell declined to remark.

Coinbase mentioned it wasn’t one of many manufacturers that went after “I Need It That Manner,” and that it had deliberate to make use of “Everyone” because the early days of planning. 

The model’s karaoke-style spot got here collectively rapidly after the model’s artistic company, the New York-based Isle of Any, proposed the thought within the fall of 2025. 

It was a clean course of as a result of the thought was “wildly participatory,” mentioned Joe Staples, vp of artistic at Coinbase. The Tremendous Bowl expertise, he mentioned, is like going to a karaoke, with the get together ambiance, the consuming, and folks huddled across the TV like a campfire. “Similar quantity of individuals, identical quantity of inebriation, identical quantity of playfulness. It simply appeared to suit.”