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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.

By Jamie Crawley
AccessTimeIconOct 28, 2021 at 8:33 p.m. UTC
Updated May 11, 2023 at 7:03 p.m. UTC
NEW YORK, NEW YORK - OCTOBER 09: Matt Damon and Luciana Barroso attend "The Last Duel" New York Premiere at Rose Theater at Jazz at Lincoln Center's Frederick P. Rose Hall on October 09, 2021 in New York City. (Photo by Arturo Holmes/Getty Images)
NEW YORK, NEW YORK - OCTOBER 09: Matt Damon and Luciana Barroso attend "The Last Duel" New York Premiere at Rose Theater at Jazz at Lincoln Center's Frederick P. Rose Hall on October 09, 2021 in New York City. (Photo by Arturo Holmes/Getty Images)
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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.”
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Read more: LA’s Iconic Staples Center to Be Renamed Crypto.com Arena

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

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CoinDesk is an award-winning media outlet that covers the cryptocurrency industry. Its journalists abide by a strict set of editorial policies. In November 2023, CoinDesk was acquired by the Bullish group, owner of Bullish, a regulated, digital assets exchange. The Bullish group is majority-owned by Block.one; both companies have interests in a variety of blockchain and digital asset businesses and significant holdings of digital assets, including bitcoin. CoinDesk operates as an independent subsidiary with an editorial committee to protect journalistic independence. CoinDesk employees, including journalists, may receive options in the Bullish group as part of their compensation.

Jamie Crawley
Jamie Crawley

Jamie Crawley is a CoinDesk news reporter based in London.

Follow @JamieCrawleyCD on Twitter

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