Grayscale Launches Second National TV Commercial to Drive Interest In Digital Assets


Grayscale Investments launches a new digital assets TV commercial ad across top stations on Monday aiming at onboarding no coiners onto the crypto bandwagon. The video, which has since been shared thousands of times across social media, raised different opinions across crypto Twitter similar to its previous #DropGold campaign.

The world’s first institutional-focused digital assets firm, Grayscale, launched its second digital assets ad campaign titled “History of Money” on Monday, following the successful “#DropGold” ad, launched in 2019. The new TV commercial is a half-minute explanation of the history and evolution of money from barter trade, to cowrie shells to Roman gold and copper coins and finally the more recent paper form of money and bonds.

While the ad, featured on CNBC, MSNBC, Fox, and Fox Business, promotes the move to digital assets as the next stage of money, Bitcoin (BTC) is not mentioned in the ad, as was the case in the #DropGold campaign. Instead, a list of digital assets on Grayscale’s Trust including BTC, BCH, ETH and XRP are listed as shown in the image below.

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Grayscale's Digital Asset Trust options. (Image: Grayscale)

The institutional digital assets firm pitches the ad on their blog as:

“A wakeup call that people everywhere should seize what we feel is a once in a generation opportunity that digital currencies may present.”

Crypto journalist, Andrew Thurman, compares Grayscale’s latest ad to Charlie Merrill, a legendary banker known for his efforts to educate and advertise to the population in a bid to popularize the buying and trading of stocks and bonds.

In 1948, Merrill published one of the longest newspaper ads yet in the New York Times titled “‘What Everybody Ought To Know About This Stock and Bond Business”, to push adoption into equities. His gamble paid off. Could Grayscale’s latest ad play a massive role to push liquidity into the crypto markets as well as increase knowledge across ordinary populations and institutions in a similar manner?

Only time will tell. But so far the institution has grown its value of assets under management (AUM) to over $5 billion according to the recently released half year results.

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