With U.S. regulatory approval of a spot bitcoin (BTC) ETF now nearly universally expected perhaps as soon as January 2024, Bitwise Asset Management on Monday unveiled what appears to be the first advertising for the new vehicles.

"You know what's interesting these days," reads Jonathan Goldsmith, the actor best known as the "Most Interesting Man in the World" from numerous Dos Equis beer advertising campaigns. "Bitcoin."

Bitwise is among numerous firms awaiting approval from the U.S. Securities and Exchange Commission (SEC) for launching a spot bitcoin ETF. Unlike larger players like BlackRock, Bitwise has been offering crypto ETF products for several years, a point the ad makes clear at the end, saying "ETFs backed by crypto specialists."

Among Bitwise's current offerings are the Bitwise Bitcoin and Ether Equal Weight Strategy ETF (BTOP) and the Bitwise Bitcoin Strategy Optimum Roll ETF (BITC), both of which are futures-based products.