Coinbase is back with a marketing campaign that pulls few punches against the American financial system.
The 60-second ad begins with a befuddled narrator asking the question, “What is this archaic system?,” before proceeding to lament every minor annoyance that American transactors deal with on a daily basis. From the arbitrary authority of a notary to excessive fees posed by banks and ATMs, the obstacles depicted in the commercial are meant to be triggering. The ad concludes with the narrator asking, “Don’t we deserve better?”
The new campaign sees Coinbase shifting its marketing message from “How crypto?” to “Why crypto?,” chief marketer Kate Rouch told Ad Age. And it comes amid a cooling in the crypto marketplace, which is part of the impetus for Coinbase wanting to address the basic questions of its existence in its marketing.