Crypto brand Olliv spoofs tech bros in first campaign – AdAge.com

Olliv, a new cryptocurrency platform, is marketing itself as the anti-tech bro platform for digital assets.

As part of its first national campaign, created by Quality Meats, the brand is airing a pair of 30-second spots that humorously take aim at this cohort in an effort to demystify crypto investing for everyday people. One spot highlights the common frustration that cryptocurrency can be complicated, as illustrated by the arrogance of an elitist billionaire, coders who speak in vague acronyms and a VR-loving nerd who claims that crypto is the future.

Another spot hits on people’s feeling of skepticism toward the space as a result of its exclusiveness. The ad shows tech bros treating crypto as their own personal club, grifters selling worthless coins and another wealthy jerk who flies a jetpack over his swimming pool.

Instead of this clientele—which infamously runs the crypto world—Olliv wants to serve regular people for regular tasks, such as paying a handyman or sending money to a family member.

“Historically, crypto has often felt like it was only for tech bros or the wealthy elite,” said Steve Gradman, chief marketing officer of CoinFlip, in a press statement. “In reality, the opportunity that blockchain technology provides should be available to the masses.”

Olliv is being launched by CoinFlip, a Bitcoin ATM operator. The platform joins a category that has seen massive changes in the past year. Crypto advertising reached a peak in early 2022 when numerous brands, such as FTX, Coinbase and Crypto.com aired spots during the Super Bowl. But a downturn in the crypto and greater stock markets forced exchanges to pull back on their ad spend. 

In November, FTX collapsed, eroding even more trust in a space that has always had difficulty attracting the masses. This context is perhaps why Olliv is aiming to downplay distrust-worthy bro culture in its campaign. Coinbase made a similar effort in its most recent ad, which took aim at the U.S. financial system and the various ways it fails its citizens.