- Eminem collaborates with Crypto.com, featuring in a new ad set to debut during an NBA Playoff game.
- The ad marks a cautious resurgence of celebrity endorsements in crypto following the FTX scandal.
- Crypto.com continues its branding efforts by aligning with high-profile events and personalities.
Eminem has become the latest high-profile figure to partner with Crypto.com. The rap superstar is featured in a new television advertisement for the cryptocurrency exchange, set to premiere during an NBA Playoff game at the Crypto.com Arena.
Celebrity Endorsements on the Rise?
This collaboration comes after a noticeable decline in celebrity involvement with crypto companies, particularly after the high-profile collapse of the FTX exchange, which saw its founder imprisoned and its celebrity endorsers heavily criticized. However, Eminem’s participation in the Crypto.com ad might indicate a renewed interest in such endorsements, albeit more cautiously.
Strategic Media Placement
The ad, which Eminem teased with a post on X (formerly Twitter), will not only be aired during a key NBA game but is also slated for exposure at other major sporting events, including the Formula 1 Miami Grand Prix and an upcoming UFC fight. This strategic placement underscores Crypto.com’s ongoing efforts to maintain a high-profile brand presence through associations with iconic sports and entertainment events.
“Fortune Favors the Brave“
Echoing a theme that has been controversial yet memorable, the ad revives the slogan “Fortune favors the brave,” previously used in a campaign featuring actor Matt Damon. This phrase, and Damon’s involvement, became fodder for humor in popular media, including an episode of “South Park.” Despite the mixed reactions such campaigns have historically received, they have played a significant role in making Crypto.com a globally recognized brand, according to Steven Kalifowitz, the company’s CMO.
