Bitbuy, a Canadian crypto exchange, spent roughly a quarter of its 2022 marketing budget on its Super Bowl ad starring Miami Heat point guard Kyle Lowry talking about his missed shots.
FTX, another crypto-exchange, featured Tom Brady and wife Gisele
Bündchen calling their friends to let them know “they’re in” (Brady is part owner of FTX). But the killer ad that FTX ran featured Larry David playing the crypto-contrarian, comparing crypto to several “it’s not gonna happen'' inventions including the wheel
and the lightbulb. Embracing the skeptics won points for authenticity.
With flying avatars, eToro ads painted a picture of crypto trading as social investing: the democratization of investing. Crypto.com's ad showed Lebron James giving a pep talk to his younger self
about taking risks. Budweiser promoted BudLite Next, a zero carb beer, by working with Nouns DAO to launch its first NFT project featuring 12,722 unique tokens.
Binance, one of the largest exchanges, chose not to advertise, but ran a counter-campaign on social media called
#cryptocelebs to caution folks from getting sucked into celebrity-laden ads.
Finally, those who wanted a more grounded risky behavior could choose gambling. DraftKings’ commercial egged everyone to seek their fortune, while Caesars Sportsbook’s
ad featured a Roman-themed celebrity showcase.