U.S. cryptocurrency exchange Gemini has launched a global advertising campaign as digital assets emerge as a key issue in the upcoming U.S. presidential election.
The campaign, which includes physical and digital ads in major locations across the United States and London, aims to position crypto as an essential part of the future financial landscape. Gemini’s move comes as former President Donald Trump and Vice President Kamala Harris make crypto policy a talking point in their campaigns.
Gemini First Major Ad Campaign in Years
Gemini’s Chief Operating Officer, Marshall Beard, described the campaign as the exchange’s first major branding initiative in several years. He emphasized the strategic timing, coinciding with a high-stakes election where crypto regulation is likely to be affected by the results.
“We think there’s positive change coming to crypto, regardless of who wins on Tuesday,” Beard said.
The campaign, launched with multimillion-dollar backing, is intended to run for several months, extending beyond the election. It features artwork from Matt Griffin, known for his work on films like Dune and Star Wars. The ads, with the tagline “Go Where Dollars Won’t,” depict futuristic scenes like space tourism and underwater exploration, suggesting a world where crypto enables new possibilities.
Crypto Takes Center Stage in Presidential Campaigns
The role of cryptocurrency in the economy has become a prominent issue in the U.S. presidential race. Both Donald Trump and Harris have discussed their positions on digital assets, recognizing the growing influence of “crypto voters.” Coinbase’s chief legal officer, Paul Grewal, recently commented that this emerging voter base could impact the election’s outcome.
The Winklevoss twins, Cameron and Tyler, who founded Gemini in 2014, have been vocal supporters of pro-crypto policies. They recently contributed over $2 million in Bitcoin to Trump’s campaign, hoping he will reverse what they call the Biden administration’s “war on crypto.” If elected, Trump has pledged to support the industry by removing Securities and Exchange Commission (SEC) Chairman Gary Gensler, who sued Gemini last year over its crypto lending program.
Consequently, cryptocurrency exchange campaign portrays crypto as central to the next era of financial and technological advancement. According to Beard, the campaign’s goal is to show that traditional currency lacks the versatility to meet future demands. In contrast, crypto is framed as a tool for unlocking new opportunities and advancing humanity’s exploration of unknown frontiers.
The ads will appear in high-traffic areas, such as Madison Square Garden in New York City and Heathrow Airport in London. By placing them in public locations, Gemini hopes to engage a broad audience and spark discussions about the role of digital assets in everyday life.
Crypto Betting on Election Outcome Surges
Subsequently, as the U.S. election approaches, interest in crypto-based betting markets has also surged.
The decentralized prediction platform Polymarket reported over $3 billion in betting volume for the presidential race by midday on November 4. Betting volumes indicate strong interest in the outcome, with Trump garnering $1.2 billion and Harris accumulating $782.5 million in bets.
While Polymarket’s odds currently favor Trump with a 56.3% probability, his lead has decreased by more than 10% over the weekend.
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