Bitbuy Shifts Super Bowl Ad Focus From ‘Missed Opportunities’ to ‘Trust’

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Cana­di­an cryp­to exchange Bitbuy’s upcom­ing Super Bowl ad has a dif­fer­ent vibe than the company’s 2022 spot after an event­ful year shook the industry. 

Bit­buy is expect­ed to be among the only cryp­to firms set to adver­tise around the NFL cham­pi­onship game on Feb. 12 as com­pa­nies in the space cut bud­gets and look to regroup as the cryp­to win­ter continues.

Of last year’s cryp­to adver­tis­ers, FTX went bank­rupt and online bro­ker­age eToro told Block­works it won’t be run­ning an ad. Coin­base last month imple­ment­ed cost-sav­ing mea­sures and exchange OKX, which planned to buy an ad, has changed its mind.

The Bit­buy ad, which went live online Thurs­day, will be the firm’s sec­ond con­sec­u­tive Super Bowl show­ing. NBA star Kyle Lowry appeared in the company’s ad last year fea­tured dur­ing the game’s Cana­di­an broadcast. 

Bitbuy’s upcom­ing 60-sec­ond com­mer­cial, also to appear only in Cana­da, is set to run with­in an hour before the Kansas City Chiefs and Philadel­phia Eagles kick off. 

Cryp­to mar­kets plum­met­ed amid the col­lapse of Terra’s algo­rith­mic sta­ble­coin in May and the sub­se­quent bank­rupt­cies of com­pa­nies such as Three Arrows Cap­i­tal. The indus­try was once again rat­tled as FTX crashed in Novem­ber, shak­ing con­fi­dence in cen­tral­ized exchanges and sim­i­lar entities. 

“Where­as the theme for Bitbuy’s 2022 com­mer­cial was missed oppor­tu­ni­ties, 2023’s theme is trust,” Binu Koshy, Bitbuy’s brand­ing and com­mu­ni­ca­tions direc­tor, told Blockworks. 

“We want­ed to remind peo­ple in a sort of out­landish way that by being local­ly based and ful­ly reg­u­lat­ed, Bit­buy pro­vides invest­ing ser­vices with a per­son­al touch.” 

The new Bit­buy spot fea­tures Toron­to Rap­tors for­ward Scot­tie Barnes, who Bit­buy mar­ket­ed as a brand ambas­sador Tuesday.

Exchanges typ­i­cal­ly send a con­fir­ma­tion email to a user who makes a dig­i­tal trans­ac­tion. In the upcom­ing Super Bowl com­mer­cial, Barnes gives a Bit­buy user a con­fir­ma­tion hug. 

Koshy declined to com­ment on how much Bit­buy spent on the com­mer­cial. The exec­u­tive pre­vi­ous­ly told Block­works that rough­ly 25% of the company’s 2022 mar­ket­ing bud­get went to sign­ing Lowry, as well as pro­duc­ing and buy­ing last year’s Super Bowl ad.

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