Jonathan Goldsmith is back, this time promoting Bitcoin exchange-traded funds (ETFs) for Bitwise Asset Management.
In a recent X (previously Twitter) post, Bitwise released an ad featuring Goldsmith in his classic persona, but with a crypto twist.
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The campaign coincides with Bitwise's pending Bitcoin ETF application with the SEC, as regulatory approval remains a significant hurdle for crypto ETFs in the US.
Goldsmith, who portrayed "The Most Interesting Man" from 2006 to 2018 in Dos Equis beer commercials, returned to the character to deliver a crypto-focused message:
You know what's interesting these days? Bitcoin. Look for Bitwise, my friends.
The 85-year-old actor revived the character briefly in 2019 for a Super Bowl commercial and for a tequila brand. Bitwise's decision to bring him back aligns with their efforts to gain regulatory approval for a Bitcoin ETF, a feat that has so far eluded the SEC.
The SEC has yet to greenlight a Bitcoin or Ethereum exchange-traded product for US exchanges. Bitwise's previous BTC ETF application faced a delay in August, prompting amendments in September.
However, while it's not uncommon for crypto firms to enlist prominent figures for marketing, such campaigns can face legal challenges in case of regulatory issues, as seen with Cristiano Ronaldo's association with Binance, for example.
