The Super Cup stops, and advertising begins. A calm atmosphere, support for celebrities and vague promises of the future – signs of disaster are inevitable. Bets are made and shots are promised when advertising on the screen is about what we are afraid of. Then the buzzword falls – “crypt” – and the room bursts into groans. This cycle will be repeated too many times during Super Cup promotional breaks, a place traditionally set aside for the most expensive and hopefully innovative advertising. By the end of the night my only option was to face the blazing lights of the future and find an excuse to leave. The cryptocurrency ad Super Bowl tried to sell the future and failed, at least for me.
Two ads from two different companies highlighted the problems for me. The first was past FTX, a cryptocurrency exchange company in the Bahamas. It featured the famous comedian Larry David, who played a character who resisted multiple major innovations in human civilization, from rudder to cryptocurrency. Admittedly, I am fascinated by the fact that David – immortal – always in his 60s – who has existed since the beginning of civilization only to hinder its evolution long before the Philistines and the Luddites. However, comparing cryptocurrency apps with advances like landing people on the moon or indoor plumbing has led me to believe that the company needs to curb their enthusiasm.
This theme of monumental changes in crypto history was circulated in a second ad. Website crypto.com – a cryptocurrency exchange application based in Singapore – launched ad with Martian star Matt Damon. In it Damon goes on to simulate the achievements of mankind. These are halls of vague and justified: an unidentified sailor who seems to have never reached his goal, a climber, Wright’s brother flying on the first plane, a couple kissing in a nightclub and some futuristic visions of astronauts – all this while Damon is poetic about those who “almost” made history, and those who actually did. The ad ends with a picture of the next frontier of humanity and the reason why Damon was chosen for this ad – Mars. The crypto.com logo is displayed over the Red Planet, comparing the website to the next phase of interstellar travel. However, like the exhibits through which Damon passes, the intrinsic value of the crypt is still modeled, and the human connections that advertising tries to establish, too. Actor, company and advertising are shown literally and figuratively as the farthest from down-to-earthness.
In addition to this oversaturation of advertising, a way to present the crypt seen just as irresponsible. Both advertising and both companies paint the crypt as a surefire move into the future, however legally required, blink and skip the fine print dispels that thought. The FTX ad ends with a giant text labeled “DO NOT MISS THE NEXT GREAT THING” while his minor disclaimer below states, “This is not an investment recommendation. Cryptocurrencies are very unstable, are exposed to significant risks and may not suit you. ” The specific wording is reminiscent of drug advertising with a list of side effects, but in reality they are read aloud rather than just flashing quickly in two seconds. The disclaimer for crypto.com lasts a little longer, but seems to be giving up more of the risks in the crypto marketplace, advising consumers to simply “… consider your risk appetite”. However, no matter how the risks are formulated, it still leaves an unpleasant taste in your mouth.
The theme that the future is so close but so sad was present in all these cryptocurrencies. The price paying for participation between Super Cup games is monumental, so advertisers make sure their time counts. It spawned amazing advertising holding the whole nation captive. However, when several different crypto companies come forward, everyone claims it them the company will be the one to lead us into that future them the connection to the crypt will go down in history, the impact is blunted. So many bright futures make them all gloomy, like the adventure novel “Choose for yourself”, where the best ending is the closing of the book.
You can contact Daily Arts employee Saartak Johri at firstname.lastname@example.org.