With football season in full swing and the NFL trade deadline approach, mid-October saw a lot of teams seeking to upgrade their quarterback making the latest commercial from crypto trading platform FTX particularly timely as its casual Tom Brady conversation about making a trade creates a frenzy in cities across the USA.
Legendary quarterback and current FTX ambassador Brady stars alongside his wife and model Gisele Bundchen in ‘The Trade’: a new commercial which debuted during17 October’s NFL game on NBC and posted across the brand’s channels and on the ambassadors’ personal platforms the following day.
The spot, developed by agency dentsuMB, sees a Twitter exchange between the couple fuelling online speculation and in the press about a potential trade.
Aimed at driving brand recognition for the fast-growing crypto platform, the creative is aimed at a broad, mass audience of sports fans and uses category language to tap into sports culture and humour and play on some of the most intense rivalries in the NFL.
The campaign is running through the fall during NFL broadcasts, with additional support from digital and mobile buys with a total of a $20m media investment in the campaign.
While some were somewhat skeptical about Brady’s move from the New England Patriots to the Tampa Bay Buccaneers in 2020 feeling that his best days were behind him, but has proved everyone wrong and, if he ever did become available, there would be no shortage of suitors eager to welcome the super star quarterback with open arms.
This is the latest addition to dentsuMB’s first major brand campaign for FTX, which launched in September with ‘You In?‘ and also follows on from the mid 2021 announcement that Brady and Bundchen had taken an equity stake in FTX.
Indeed, in recent months FTX has been making moves to establish itself as a major crypto player by doubling down on sports marketing investments and broader marketing awareness initiatives. Thus it recently became the first cryptocurrency exchange to sponsor a major US professional sports league in the form of a five-year deal with Major League Baseball, and it also penned a $135m naming rights deal for the NBA team Miami Heat’s home court now known as the FTX Arena, plus it snapped up naming rights to FTX Field at California Memorial Stadium for $17.5m over the next 10 years, as well as linked up with new endorsers and NBA star Steph Curry.