“Just a sec. I gotta make sure I win this digital auction for a super expensive, priceless piece of digital art that I’m hanging in my virtual beach house,” Adam DeVine says at the start of a new crypto ad. “Done! Got it,” he declares before launching into a perplexing pitch for crypto exchange Bitget.
It’s certainly not the first time a celebrity has partnered with a crypto exchange: who can forget Matt Damon’s “favors the bold” slogan for Crypto.com or FTX’s Super Bowl ad featuring Larry David? These ads made the former actor the subject of ridicule on “South Park” and landed the latter star in a pretty, pretty, pretty bad lawsuit.
At the end of 2022, CoinDesk named Matt Damon one of its most influential, but he got the nod for all the wrong reasons, noting “the Bourne trilogy actor’s Crypto.com ad is a proxy for all the cringe-inducing celebrity crypto shills you wish you could unsee.”
But here we are again, with Bitget tapping “Workaholics” and “House Party” creator Adam DeVine to capture the interest of younger investors “especially millennials and Gen Z,” the company noted in a press release announcing the comedian as the face of its #SetForChange campaign.
“Working with comedians, such as Adam, will allow us to lower the knowledge barrier, making crypto and Web3 more fun and accessible to attract more youth, who will ultimately be the key builder to bring our society forward, to a more crypto-friendly future.” Gracy Chen, the managing director of Bitget, said in the press release.
It’s not the first or biggest celebrity partnership the crypto exchange has announced, as it signed soccer superstar Lionel Messi as a spokesperson in October 2022 and tapped him to lead its #MakeItCount campaign in November 2022.
Messi had already dabbled in other crypto projects however, including launching NFTs as part of the “Messiverse” and accepting crypto as part of his signing deal with Paris St. Germain Football Club in 2021.
Since the launch of the single #MakeItCount video, Messi has been noticeably absent from other videos by Bitget, such as one where Chen leads a team to sing happy birthday to the athlete as a single candle burns in a cookie cake, though the athlete is not there to enjoy a…
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