Crypto promoting is commonly characterised by large guarantees and technological jargon. But, Coinbase’s “Every part Is Superb” marketing campaign stands out for its depraved humor, cultural savvy, and unapologetic tackle inflation, the housing market, and the overall state of the UK in 2025.
Launched on Thursday, Coinbase’s darkish satire was shortly spotlighted by Advert Age for its wit and originality, marking a artistic shift in how monetary manufacturers deal with the on a regular basis anxieties going through customers.
Coinbase presents a satirical mirror on monetary actuality
Created in partnership with the company Mom and directed by the acclaimed Steve Rogers, “Every part Is Superb” coincides with a second of heightened public consciousness about financial instability.
The industrial opens with reassuring narration (“Every part is okay”), however the imagery starkly and comically tells a drastically completely different story: a leaking roof collapses, houseplants wilt, wallpaper peels, and rats scurry round amid the rubbish. Every visible is a metaphor for inflation, the state of the financial system, and the fragility of monetary safety, realities that conventional establishments hardly ever confront so overtly.
Not like most crypto adverts, “Every part Is Superb” doesn’t shout about technological utopia or imminent riches. As an alternative, it leans into the quiet dread and surreal comedy folks really feel when their cash appears to be shrinking in worth whereas day by day life will get dearer. The result’s a marketing campaign that’s immediately relatable and eerily memorable.
Artistic technique: humor and honesty
As an alternative of scaring viewers or bombarding them with technical jargon, Coinbase and its artistic crew use deadpan humor and common symbols of decline (filthy streets, soiled garments) to seize what so many customers really feel: that official reassurances don’t at all times match their lived expertise.
Maybe essentially the most on-point second of the advert is the half the place an prosperous couple in a convertible pulls up, saying:
“We’re off to Dubai, it’s time to leap ship.”
This can be a commentary on the exodus of high-net-worth people (HNWIs) from the UK, with an estimated 16,500 millionaires leaving the nation in 2025 thus far, based on Henley & Companions. These figures mark the steepest annual enhance in millionaire outflows ever recorded, greater than doubling the quantity from the earlier 12 months, with many choosing friendlier pastures like Portugal or Dubai.
The industrial unsurprisingly sparked a whole lot of feedback from the crypto group. Former What Bitcoin Did podcast host, Peter McCormack, congratulated Coinbase CEO Brian Armstrong, saying:
“That is sensible.”
As a Brit primarily based in Bedford, UK, and now internet hosting The Peter McCormack present, which dives into the problems affecting the nation, if anybody has a finger on the heartbeat of UK society, it’s McCormack.
“Every part Is Superb” exemplifies a brand new section of promoting in crypto, the place the most effective campaigns don’t merely clarify blockchain; they mirror tradition, poke enjoyable on the absurd, and use storytelling to construct belief, making Coinbase really feel radically extra human than rivals nonetheless pitching goals.
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