Binance is running the spot in various lengths across TV, digital and social channels, in 74 countries and 28 languages. The campaign’s scope and choice of star power will seek to attract attention during the FIFA World Cup, which begins this weekend and lasts through Dec. 18—although the ad will not air on Fox’s broadcast. Agency 72andSunny created the campaign alongside the brand.
He Yi, co-founder and chief marketing officer of Binance, made no explicit mention of FTX or Bankman-Fried when explaining the campaign to Ad Age on Thursday, although she appeared to lodge a subtle dig at the embattled competitor.
“There are bad players in our industry, but it’s important to know that there are also creators and innovators, who are working hard to build valuable products and services in Web3,” she said.
Binance’s CEO Changpeng Zhao has a well-documented rivalry with the disgraced former CEO of FTX, Sam Bankman-Fried. Earlier this month, Zhao publicly announced that Binance was liquidating its cache of FTX’s FTT token, which directly instigated the run on FTX that eventually brought down the exchange. While Bankman-Fried’s alleged fraud carries the core blame for FTX’s collapse, some lawmakers have accused Zhao of deliberately sinking the company, according to CoinDesk. Zhao has denied these allegations.