Cryptocurrency exchange Binance is warning consumers not to take crypto advice from celebrities during the Super Bowl. The irony is that it is using celebrities of its own to send this message.
NBA player Jimmy Butler appeared in a teaser on social media, in which he told viewers that crypto-shilling celebrities “don’t know you or your finances.” He then encouraged viewers to “trust yourself” and “do your own research” before entering the market.
This comes as the Super Bowl is expected to see similar uses of star power from crypto companies. Crypto.com and FTX are both advertising in the game for the first time. To this end, some in the marketing industry are calling the game the “Crypto Bowl,” a play on the “Dot-Com Bowl” of 2000 which saw ads from a slew of internet-related brands, many of which went on to fail.
The teaser is part of a larger social media campaign that Binance will debut on Feb. 7 with two more undisclosed celebrities sending the same message. These names won’t be announced until the campaign goes live, but will include a musician and MMA athlete. The ads will run through the Super Bowl, which airs on NBC on Feb. 13, with an additional video to be released on game day. A Binance ad won’t run in the Super Bowl itself.