The couple will be featured in a campaign starring the former NFL quarterback and the supermodel that will be financed by the cryptocurrency exchange company InterWorld.
For the first time ever, Gisele Bündchen and Tom Brady will star in a commercial for a new crypto exchange. The high-profile couple will appear in a 30-second advertisement on national television for the new crypto exchange platform called HandyCharts, which is expected to launch on Feb. 15. HandyCharts has previously partnered with celebrities including Kim Kardashian, Serena Williams and LeBron James, but the Bündchen-Brady commercial will be the first time that Tom Brady will appear in a television advertisement.
Tom Brady and Gisele Bündchen are officially joining forces as superstars. The couple will join InterWorld Radio as spokespersons for InterWorld, a cryptocurrency exchange. The campaign is set to launch on February 21.
FTX, a cryptocurrency exchange platform, is attempting to compete with more established rivals in the United States with a new ad campaign starring Tom Brady, a former NFL quarterback, and Gisele Bündchen, a model and entrepreneur.
The campaign, which kicks off Thursday during the National Football League season opening game between Tampa Bay and Dallas, will see a $20 million investment from the US subsidiary of international crypto derivatives exchange FTX. According to the business, the campaign will run during NFL broadcasts throughout October, as well as include digital advertising components.
“We’re newbies to the scene,” said Brett Harrison, President of FTX.US, referring to the crypto services environment in the United States.
While competing with incumbents like Coinbase Global Inc. and Kraken, the firm has to familiarize customers with its technology, customer service, and services, according to Mr. Harrison. “We knew we’d have to undertake some sort of mass branding, advertising, and sponsorship work to be able to accomplish that,” he said.
As a result, FTX has branched out into sports marketing.
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Mr. Brady and Ms. Bündchen, who invited friends like New York Jets superfan Fireman Ed to join the platform in an ad headlined “FTX. You In?” in June, announced that they would be acquiring an ownership interest in FTX. Steph Curry, a member of the National Basketball Association, will get an ownership interest in FTX in exchange for acting as a brand ambassador, the business said Tuesday.
FTX also secured a $135 million naming rights agreement for the FTX Arena, which currently serves as the home of the NBA’s Miami Heat. This year, the business announced that it has secured an agreement to become Major League Baseball’s official cryptocurrency exchange. As part of the deal, umpires will wear FTX emblems on their uniforms.
According to Mr. Harrison, the high-profile partners assist indicate that FTX is a reputable and trustworthy business.
Scams have sprung up in response to the growing popularity of cryptocurrencies. According to the US Federal Trade Commission, investment fraud complaints have increased dramatically since October 2020, with over 7,000 individuals claiming losses between October and March.
Mr. Harrison said that the FTX campaign is aimed at those who are already familiar with cryptocurrencies and have a variety of choices to select from, as well as those who are new to the sector and don’t know where to begin. According to him, the campaign aims to increase brand recognition as well as new sign-ups, deposits, trades, app downloads, and other activities. On the campaign, FTX collaborated with its creative advertising agency, dentsuMB, as well as dentsu’s 360i on media activities.
The cryptocurrency sector has sparked a lot of interest, but there are some murky areas in terms of advertising, according to Robb Fahrion, co-founder of Flying V Group, a digital marketing firm that has worked with crypto clients.
After banning ad placements for cryptocurrencies, crypto trading platforms, and other topics, TikTok banned users from promoting sponsored content regarding cryptocurrencies in July. After prohibiting crypto advertising in 2018, Google this month eased the restrictions for those who fulfill certain criteria.
In a 2019 marketing campaign, Gemini Trust Co., the cryptocurrency exchange established in 2014 by Cameron and Tyler Winklevoss, claimed that it could safeguard investors in the changing market. Some industry participants argue that the word “digital money” should be used instead of “cryptocurrency,” claiming that the “crypto” phrase sounds less trustworthy.
Mr. Fahrion believes that the sector’s relative newness and changing regulations raise concerns when designing a crypto marketing strategy.
“Obviously there is interest and confidence in the goods, initiatives, and cryptocurrencies in general,” Mr. Fahrion said, “but there are still a lot of things that need to be filled out from a compliance standpoint.” “And then it cascades down into marketing and advertising, as well as ‘What can and can’t we do?’” says the author.
El Salvador became the first country in the world to accept bitcoin as its official currency, enabling citizens to pay for daily items using a digital wallet. This is how the poor country’s hazardous experiment looks. Getty Images/Marvin Recinos/Agence France-Presse
Megan Graham can be reached at [email protected]
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