Bitwise launches crypto ETF media campaign with ‘The Most Interesting Man in the World’

Actor Jonathan Goldsmith, who appeared as ‘The Most Interesting Man in the World’ in an advertising campaign for Dos Equis beer, is reviving his persona to promote Bitcoin (BTC) exchange-traded funds (ETFs) for Bitwise Asset Management.

In a Dec. 18 post on X — formerly Twitter, Bitwise released an ad spot with Goldsmith showing the ‘Most Interesting Man’ in an upscale bar as he often did in the beer commercials. However, rather than saying his signature “Stay thirsty, my friends” over a Dos Equis bottle, the actor had a crypto-focused message for viewers:

“You know what’s interesting these days? Bitcoin. Look for Bitwise, my friends.”

A word to the wise, from a man of few words. #bitcoinisinteresting https://t.co/wantGiAIqJ pic.twitter.com/x5MPbElEev

— Bitwise (@BitwiseInvest) December 18, 2023

Goldsmith appeared in multiple ad spots, portraying himself as ‘The Most Interesting Man in the World’ from 2006 to 2018. The commercials included humorous ‘facts’ about his character, including “he is the only man to ever ace a Rorschach test” and “he’s on the upgrade list for flights he hasn’t even checked into.”

The actor, age 85, revived the character for a Super Bowl commercial in 2019 and a tequila brand, but the ‘Most Interesting Man’ has largely been out of the spotlight for years, with the exception of recirculated memes. His promotion of Bitwise came as the asset manager has a pending Bitcoin ETF application with the United States Securities and Exchange Commission (SEC).

The SEC has never approved a spot BTC or Ether (ETH) exchange-traded product for listing and trading on a U.S. exchange. The commission delayed a decision on a spot BTC ETF from Bitwise in August, leading to the asset manager amending its application in September.

Large crypto firms sometimes hire prominent figures like Goldsmith to promote their products and services. Although many campaigns are successful, the actors are occasionally subject to lawsuits after a collapse or enforcement action, as was the case with soccer star Cristiano Ronaldo promoting Binance and Tom Brady appearing in ads for FTX.

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