Bitcoin Magazine
Block Releases THE Bitcoin National Ad Campaign
Block has officially rolled out “Bitcoin Does,” marking its debut mass-market consumer advertising initiative for Bitcoin. The campaign targets the estimated 60 million Americans who harbor an interest in the asset yet have not yet made their initial purchase. Maria Pesce, who leads Bitcoin Marketing for Block spanning Cash App, Square, and Proto, sat down with Grace Remington and Sean Hagan to discuss the rationale behind omitting complex mining and blockchain tutorials in favor of simply demonstrating Bitcoin in action. She elaborates on the consumer insights that inspired the creative direction—including a Square merchant who described Bitcoin as “more honest money”—as well as the influence of private equity, bailouts, and inflation on the video spots. The conversation also covers Block’s interactive Lightning Lake installation at ComplexCon, where visitors were able to fish for Bitcoin and complete transactions utilizing the Lightning Network.
Chapters:
0:00 Block Joins the Open Secure AI Alliance With Nvidia, Microsoft and Visa
1:00 Maria Pesce’s Path From Gemini to Leading Bitcoin Marketing at Block
2:07 Bitcoin Does: Block’s First Mass-Consumer Bitcoin Ad Campaign
3:13 Connecting Main Street Frustration to What Bitcoin Can Do
4:42 What Cash App Users and Square Sellers Told Block About Honest Money
5:56 Fixed Supply, Self-Custody and Why Young People Are Choosing Bitcoin
7:18 Light Bulb Moments From People Who Didn’t Own Bitcoin
8:51 Making Bitcoin Work Like Email: Block’s Design Language
10:15 Lightning Lake at ComplexCon: Fishing for Bitcoin and Paying Over Lightning
13:36 Square’s 0% Bitcoin Processing Fees and What Keeps People Using Bitcoin
Frequently Asked Questions
What is “Bitcoin Does”?
It is Block’s first-ever mass-consumer Bitcoin advertising campaign aimed at the 60 million curious Americans who haven’t yet bought Bitcoin.
Who discussed the new campaign?
Maria Pesce, Head of Bitcoin Marketing at Block across Cash App, Square and Proto, spoke with Grace Remington and Sean Hagan.
What inspired the ad films?
The films were shaped by inflation, bailouts, private equity, and insights from customers and Square sellers looking for honest money.
What was Lightning Lake at ComplexCon?
It was an activation by Block where attendees could fish for Bitcoin and make payments using the Lightning Network.
