Crypto.com Looks to Cash In on Bull Market With $100M Advertising Campaign

The ad, “Fortune Favors the Brave,” stars actor Matt Damon and is directed by Oscar-winning cinematographer Wally Pfister.

Oct 28, 2021 at 11:37 a.m. UTC
Updated Nov 17, 2021 at 10:14 p.m. UTC

Cryptocurrency exchange Crypto.com is embarking on a global advertising campaign, looking to cash in on the latest surge in the cryptocurrency market.

  • A spokesperson for the company told CoinDesk the exchange has invested $100 million in the campaign, which encompasses more than 20 countries and will run for “several months.”
  • Entitled “Fortune Favors the Brave”, the ad stars Matt Damon and is directed by Oscar-winning cinematographer Wally Pfister, Crypto.com said Thursday.
  • The campaign represents an aggressive move on the part of Crypto.com and follows less than two months after crypto derivatives exchange FTX launched a $20 million U.S. ad campaign featuring football quarterback Tom Brady and his wife Gisele Bündchen.
  • After a relatively sedate summer, the crypto market has been given renewed momentum, buoyed by the long-awaited debut of a bitcoin futures exchange-traded fund in the U.S. Crypto.com will be aiming to capture this momentum to help establish the brand in front of a wider mainstream audience.
  • The ad’s message is “focused on financial independence and self determination,” CEO Kris Marszalek said in a statement, with its timing coinciding with the “early stages of mainstream adoption of cryptocurrency.”

UPDATE (Oct. 28, 13:19 UTC): Changes photo.

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Jamie Crawley is a CoinDesk news reporter based in London.