Cryptocurrency, often referred to as digital currency, is a decentralized electronic cash system that operates on peer-to-peer technology without reliance on third-party intermediaries. In recent years, the explosive growth of the crypto market has made cryptocurrency exchanges highly profitable—some even surpassing the trading volumes of major national stock exchanges. As competition intensifies, companies are turning to high-impact marketing strategies to capture public attention. One of the most notable examples was during the 2022 Super Bowl, where several crypto firms launched high-budget advertisements to reach millions of viewers.
Among them, FTX’s commercial stood out—not just for its star power, but for its clever storytelling and sharp humor.
The Concept Behind the FTX Super Bowl Ad
The FTX Super Bowl ad, created by DentsuMB, featured renowned comedian Larry David in a satirical journey through human history. The narrative follows David as a perpetual skeptic who dismisses every major innovation throughout time—from ancient Mesopotamia in 3000 BCE all the way to the modern era.
In one scene, when someone presents the invention of the wheel, David scoffs, comparing it to a donut—useless and edible. He mocks the toilet, calling it an absurd idea to sit and defecate indoors. Even during the signing of the American Declaration of Independence, he ridicules the founding fathers for rebelling against the king over “taxes on tea.”
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Each moment highlights his consistent refusal to embrace change—until the final scene.
The Punchline: Missing Out on Crypto
The climax of the ad parodies legendary investor Warren Buffett, known for his skepticism toward cryptocurrencies. In the skit, a young person excitedly introduces Bitcoin to an older man resembling Buffett. He responds with a firm "No thanks—I’ll stick with what I know." Immediately after, the screen cuts back to Larry David, now enlightened, saying: "Don’t be like him. Cryptocurrency is the next big thing."
This twist brilliantly positions cryptocurrency not as a risky fad, but as the latest in a long line of revolutionary ideas that skeptics initially rejected. By aligning crypto with historical breakthroughs like the wheel and electricity, FTX elevates its status from speculative asset to inevitable evolution.
Why This Ad Worked: Humor Meets Insight
The success of the ad lies in its ability to blend entertainment with messaging. Larry David’s persona—famously portrayed in Curb Your Enthusiasm as a curmudgeonly perfectionist—is perfectly suited to represent resistance to innovation. His character’s comedic rejection of progress makes the audience laugh while subtly prompting self-reflection: Am I dismissing something valuable simply because it’s new?
Jason Stefanik, Executive Creative Director at DentsuMB, explained:
"It all started with a simple premise—a man who rejects every great leap in human history. Someone who would’ve skipped the wheel, the lightbulb, the internet… and then wouldn’t invest in crypto. We knew we needed someone iconic, someone known for saying 'no' to everything. When Andrew Hunter suggested Larry David, we knew instantly—it was perfect."
FTX’s Vision and Regulatory Strategy
At the time of the ad’s release, FTX was aggressively expanding its presence in the U.S. market under CEO Sam Bankman-Fried. He emphasized that building trust was central to their mission:
"We want to present a healthy image of ourselves and the industry. We’re optimistic about growing our American business—much of which involves working with regulators to bring new products to market."
Notably, Bankman-Fried was seeking regulatory approval for FTX to operate as a derivatives exchange in the United States—a move that underscored their commitment to compliance and long-term legitimacy in a space often criticized for volatility and lack of oversight.
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Frequently Asked Questions (FAQ)
Q: Why did FTX choose Larry David for their Super Bowl ad?
A: Larry David is widely recognized for his skeptical, contrarian personality—both on-screen and in public perception. This made him an ideal figure to symbolize resistance to innovation, enhancing the ad’s message that rejecting crypto is like rejecting past breakthroughs.
Q: What was the main message of the FTX Super Bowl commercial?
A: The ad aimed to normalize cryptocurrency by framing it as part of humanity’s ongoing technological evolution. It encouraged viewers not to dismiss digital assets out of fear or skepticism, just as people once dismissed the wheel or toilet.
Q: Did other crypto companies advertise during the 2022 Super Bowl?
A: Yes. Alongside FTX, companies like Coinbase, Crypto.com, and eToro also ran high-profile ads during the game, signaling a collective effort by the industry to gain mainstream credibility and attract new users.
Q: Was the FTX ad effective?
A: While direct conversion metrics aren’t public, the ad generated widespread media coverage and social media buzz. Its humorous approach helped demystify crypto for casual viewers and positioned FTX as a forward-thinking brand.
Q: Is cryptocurrency really comparable to inventions like the wheel or electricity?
A: While debatable, the comparison serves a rhetorical purpose—to challenge ingrained biases against new technology. Whether or not crypto reaches that level of impact, its underlying blockchain technology has already influenced finance, supply chains, and digital identity systems.
Q: What happened to FTX after the Super Bowl ad?
A: Following its peak in 2022, FTX faced severe financial and regulatory challenges, culminating in bankruptcy in late 2022. Despite this outcome, the Super Bowl ad remains a landmark moment in crypto marketing history.
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Final Thoughts: A Legacy Beyond Collapse
Though FTX ultimately collapsed due to mismanagement and liquidity issues, its 2022 Super Bowl ad remains a powerful case study in creative branding within the digital asset space. It captured a pivotal moment when cryptocurrency attempted to transition from niche interest to household concept.
The ad didn’t just sell an exchange—it sold an idea: that embracing innovation, even when uncomfortable, is essential to progress.
Today, as more regulated and secure platforms emerge, the lessons from campaigns like FTX’s continue to influence how crypto is presented to the world—not as a gamble, but as a transformative force in finance and technology.