by John Smith 
Advertised as bringing Bitcoin and cryptocurrencies to the general public, the tv commercial by the company Grayscale has greatly disappointed the crypto community.
Its CEO, Barry Silbert, had posted a very enthusiastic message about this advertising campaign on mainstream television channels like CNBC, Fox, MSNBC.
Are you ready? @Grayscale's national ad campaign kicks off next week with a TV ad on CNBC, MSNBC, FOX, and FOX Business. We're going to brrring crypto to the masses
Media: if you want a sneak peek, get in touch with @nitWitty
— Barry Silbert (@barrysilbert) August 7, 2020
And for good reason, it does not even mention Bitcoin, the term crypto currency is cited by the voiceover in a video that relates the history of money.
With a background of rock music, a voice-over recounts the evolution of money and different forms of currencies to finally introduce digital currency.
We were also disappointed by this advertisement which clearly seems not explicit enough to attract the general public who may not even understand what this is all about…
The end of the TV ad displays the names of the various trusts available at Grayscale, but it may also lead the general public to believe that this message is aimed more at institutional investors than at individuals.
Our new commercial debuts TODAY… Trust us: AUDIO ON! #GoGrayscale pic.twitter.com/xtUlrM9mwr
— Grayscale (@Grayscale) August 10, 2020
The choice not to mention Bitcoin BTC will perhaps be explained by its CEO on Twitter where he faces many negative reactions following the expected advertisement which surprised and disappointed by its rather abstract style by just evoking the term crypto currency.
If there may only be 1 or 2% of the population involved in Bitcoin and cryptocurrencies, Bitcoin still remains the term of reference for the general public who already know this term and therefore know that we are talking about cryptocurrency.
It remains to be seen if Grayscale has any other ads to run in addition to this one, that might be more appealing to attract the general public to cryptocurrency and Bitcoin which remains the number one cryptocurrency in the market.
Grayscale has become one of the biggest buyers of Bitcoin, notably investing for institutional clients.
Despite the fact that its CEO was talking about bringing cryptocurrency to the masses, this ad campaign may ultimately be aimed at those institutional clients.
