Why Is Matt Damon Shilling for Crypto?

The marketing efforts of the cryptocurrency industry are focused on young people, especially young people. Surveys have shown that about 40 percent of all American men between the ages of 18 and 29 have invested, traded or used cryptocurrency. Last year, Crypto.com bought the Los Angeles Lakers, Clippers and Kings home naming rights for $ 700 million; The former Staples Center is now the Crypto.com Arena. The company has signed an endorsement deal with UFC professional fight and glamorous French soccer club Paris Saint-Germain. Crypto.com is getting harder after friends.

Damon gives that demographic a certain kind of appeal. Its star power is based on the brain and brown; Equipped with just a bic pen, Jason Bourne style, he can recite elegant phrases while giving the impression that he can compensate the enemy. In advertising, his words are high-flying – all the stuff about history and bravery – but it’s like a macho tont: if you’re a real man, you’ll buy crypto.

The darkness of that pitch is shocking. In recent weeks, watching television sports – where Crypto.com spots are frequently aired, the onslaught of commercials for other crypto platforms for commercial and sports-gambling applications – I couldn’t help but feel that culture has taken a terrible turn. Allows tech start-ups to compete in daylight, to attract the weak with weak-rich-fast plans. Yet the biggest discomfort about the commercial is that it doesn’t make the pitch. Traditionally, advertising offers a positive case for its production, if you wear those jeans or drive that truck it will be a vision of fulfillment. This ad does not bother. It shows a brief glimpse of a young couple locking their eyes in a nightclub – a hint, I think crypto has sex appeal. But the ad underscores the final shot of Mars, where Matt Damon’s astronaut was fooled in a hit movie and where the world’s second richest man and crypto enthusiast Elon Musk says he plans to build a colony to survive in the end. . Culture on Earth.

We live in times of trouble. Young people, in particular, may feel that they are on the brink of extinction, both economically and financially. For them, the message of this announcement seems to be that social narrowness is broken, the old ideals of security and the good life are no longer relevant. What’s left is moonshot, big swing, high stakes gamble. You can bet on a long-shot pair or take a flyer on dogcoin. Maybe one day you’ll ride Elon Musk’s Red Planet shuttle bus. The ad promises “luck”, but what it really does sell is fear, the dark and frightening thrill of uncertainty – because, after all, what else do we have? You can call it the truth in advertising.

Source photographs: Theo Vargo / Getty Images; Draws screens from YouTube.

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