Block, the New York Stock Exchange-listed company led by Jack Dorsey, said Thursday it has launched an advertising campaign designed to encourage people to spend Bitcoin in daily life.
The company framed the move as part of its continuing effort to make Bitcoin "everyday money." The rollout comes as affordability pressures and high prices remain a major issue in the United States and a central topic for voters ahead of the midterm elections.
Campaign pitches Bitcoin as a medium of exchange
Dorsey and Block have long pushed the idea that Bitcoin should be used to pay for goods. In a post on X, the company used the line: "Some things don't make sense. Bitcoin does."
"At Block, we’re focused on building financial products that make everyday life easier," Block Bitcoin Lead Miles Suter said in a statement.
He added: "This campaign is our first major illustration of what a Bitcoin-centric financial system could look like, and we’re excited to show how it can make a meaningful difference in people’s lives."
Ads to run on social platforms, TV, and in theaters
An advertisement released with the announcement shows everyday Americans complaining about the cost of living and other issues, including Wall Street bankers being bailed out by the government. The ad carries the slogan, "Some things don’t make sense. Bitcoin does."
Block said the campaign begins rolling out on Thursday across YouTube, X, Meta, Instagram, and on television through Fox Sports. The placements are scheduled to run through December 31.
The ads will also appear in theaters during select screenings of Avengers: Doomsday and Dune 3.
Dorsey keeps building around Bitcoin
Dorsey, the billionaire founder of Twitter, left the social media company in 2021 to focus on payments and Bitcoin adoption. He has said he wants the cryptocurrency to become the global currency.
He has also described Satoshi Nakamoto’s Bitcoin white paper as "poetry."
On the product side, Cash App lets users send, receive, buy, and sell Bitcoin. Square point-of-sale terminals accept Bitcoin through the Lightning Network. Last year, Block also introduced a Bitcoin mining rig with swappable parts, aiming to help miners reduce repair and replacement costs.
The article was first published by Bitcoin Magazine and written by Mathew Di Salvo.