Crypto exchange Binance has launched a new ad push ahead of the Super Bowl featuring NBA star Jimmy Butler. The message: Trust yourself and your own research, not celebrities, when it comes to investing in cryptocurrency.
- In a teaser on social media, Butler says celebrities advertising crypto “don’t know you or your finances” and urges consumers to “trust yourself” and do their own research.
- Binance said it has chosen celebrities for its own campaign that are known for their honesty and independence.
- Binance will launch the full ad campaign with Butler on Feb. 7 ahead of the Feb. 13 Super Bowl, though the company won’t air an ad during the game.
- The game, however, will feature the first Super Bowl ads from Binance rivals FTX and Crypto.com, which have previously used Tom Brady and Matt Damon, respectively, in their ad campaigns.
- Binance’s campaign will include an interactive element for audiences and include other “notable” celebrity partners that will be announced soon.
- Thirty second advertising slots for the Super Bowl are estimated to cost $6.5 million this year, according to Variety.
Read more: NFTs, Celebrities and Perverse Deal-Making
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 offers all employees above a certain salary threshold, including journalists, stock options in the Bullish group as part of their compensation.