Crypto promoting is usually characterised by large guarantees and technological jargon. But, Coinbase’s “The whole lot Is Nice” 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 rapidly spotlighted by Advert Age for its wit and originality, marking a artistic shift in how monetary manufacturers sort out the on a regular basis anxieties dealing with customers.
Coinbase presents a satirical mirror on monetary actuality
Created in partnership with the company Mom and directed by the acclaimed Steve Rogers, “The whole lot Is Nice” coincides with a second of heightened public consciousness about financial instability.
The business opens with reassuring narration (“The whole lot 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 economic system, and the fragility of economic safety, realities that conventional establishments hardly ever confront so overtly.
In contrast to most crypto advertisements, “The whole lot Is Nice” doesn’t shout about technological utopia or imminent riches. As a substitute, it leans into the quiet dread and surreal comedy folks really feel when their cash appears to be shrinking in worth whereas each day life will get dearer. The result’s a marketing campaign that’s immediately relatable and eerily memorable.
Artistic technique: humor and honesty
As a substitute 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 all the time 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 up to now, in keeping with Henley & Companions. These figures mark the steepest annual enhance in millionaire outflows ever recorded, greater than doubling the quantity from the earlier yr, with many choosing friendlier pastures like Portugal or Dubai.
The business unsurprisingly sparked a variety of feedback from the crypto group. Former What Bitcoin Did podcast host, Peter McCormack, congratulated Coinbase CEO Brian Armstrong, saying:
“That is good.”
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 heart beat of UK society, it’s McCormack.
“The whole lot Is Nice” exemplifies a brand new part of promoting in crypto, the place one of the best 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 desires.
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