The cryptocurrency market is starting to see a juxtaposition in the ways the digital coinage is currently being used and how crypto is being marketed to the masses—a divergence that is leading to backlash for a brand backed by marketing from Spike Lee.
The Academy Award winner stars and directs a new commercial for ATM operator Coin Cloud that debuted this week. In the spot, Lee, known for directing films like “Malcolm X” and “Do the Right Thing,” paints cryptocurrency as accessible to everyone—an equalizer or “the digital rebellion” against a financial system that has historically oppressed people of color and women. He is joined by actor and activist Kendrick Sampson, Ru Paul’s Drag Race contestant Shangela and musician and singer Teyana Taylor.
In the two-minute spot from Campbell Ewald, Lee states: “Old money is not going to pick us up—it pushes us down, exploits, and systematically oppresses. The digital rebellion is here. Old money is out, new money is in.”