Coinbase's groundbreaking Super Bowl ad—a bouncing QR code that captivated millions—has sparked a public dispute over its origins. The CEO of The Martin Agency, Kristen Cavallo, publicly refuted Coinbase CEO Brian Armstrong's claims that the idea was conceived internally, revealing her agency's earlier pitch containing nearly identical concepts.
The Genesis of the Controversy
Coinbase's Viral Super Bowl Moment
- During Super Bowl LVI, Coinbase aired a minimalist 60-second ad featuring only a vibrant QR code.
- The campaign drove such massive traffic that it temporarily crashed Coinbase's website.
- Armstrong initially credited his team's "wild ideas" in a Twitter thread, stating: "No ad agency would have done this ad."
The Agency's Counterclaim
Cavallo responded with evidence:
- Presentation dates: August 18 (pages 19-24) and October 7 (pages 11-18)
- Concept details: Proposals featured floating QR codes against blank screens
- Industry respect: Emphasized the need to acknowledge creative partnerships
Key Players in the Dispute
| Party | Role | Statement |
|---|---|---|
| Brian Armstrong | Coinbase CEO | Initially dismissed external agency ideas |
| Kristen Cavallo | The Martin Agency CEO | Provided dated pitch documents |
| Kate Rouch | Coinbase CMO | Later credited Accenture Interactive |
The Core Issues
- Credit vs. Collaboration
Armstrong's revised tweet thanked a creative firm but maintained the core idea originated at Coinbase. Marketing Industry Dynamics
Cavallo highlighted the tension between brands and agencies:"I’m advocating for Accenture as much as I am for the industry."
- Multiple QR Code Proposals
Rouch confirmed other agencies suggested QR codes but claimed Accenture's meme-integration approach was unique.
Lessons in Creative Attribution
👉 How Top Brands Navigate Agency Relationships
- Transparent communication prevents conflicts
- Documenting ideation phases clarifies contributions
- Public recognition builds stronger partnerships
FAQ: Understanding the Dispute
Q: Did Coinbase steal the ad idea?
A: No evidence suggests theft—multiple agencies proposed QR concepts, with execution differing.
Q: Why did Cavallo speak out?
A: To counter Armstrong's "dismissive tone" toward agencies and correct the record.
Q: What made this ad successful?
A: The meme-inspired execution by Accenture Interactive, not just the QR code itself.
Industry Implications
This incident underscores:
- The value of clear creative contracts
- Risks of downplaying partner contributions
- The power of social media in professional disputes
👉 Best Practices for Brand-Agency Collaboration
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