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Bitwise Launches First Full-Length TV Ad, Highlighting Importance of a Trusted Guide in Crypto

Bitwise Asset Management, the world’s leader in crypto index funds, today announced the launch of the firm’s first full-length TV ad campaign, “Crypto Doesn’t Have to Be Overwhelming,” designed to raise awareness of Bitwise’s role as a trusted guide in crypto.

Beginning March 14, an inaugural 30-second spot will run in regular rotation on two of the nation’s largest business cable networks, with additional exposure in social media channels to follow. The ad, designed to evoke the sense of confusion and indecision that can accompany crypto investing for many, centers on a young engaged couple out to dinner with the bride-to-be’s father. When the fiancé is tasked with ordering from what looks like a wine menu, he quickly feels the pressure of making the right choice during a high-stakes moment. He soon benefits from the timely help of an empathetic expert, who helps guide him toward a solution that delights the table. With the tagline, “Crypto doesn’t have to be overwhelming,” the commercial ends by emphasizing the value of an indexed approach to investing.

“Today, Bitwise acts as a guide to tens of thousands of investors who are navigating the many complexities of the crypto space,” said Bitwise CEO Hunter Horsley. “With this ad, we wanted to convey that role through a fun story and portray the kind of professionalism with which we provide our expertise. Over the next few years, we believe most investors will have a 1% to 10% allocation to crypto but will want a guide for the long-term journey. We wanted to make sure people know that’s exactly what we do.”

The ad’s creative concepting and production was done in partnership with San Francisco-based creative studio Bonfire Labs, who also helped develop the firm’s first-ever TV ad, a 15-second spot, in November.

“It was a true partnership from day one with the Bitwise team. It was both inspiring and refreshing to work with a seasoned group of financial pros in this new and exciting space. We can't wait to share the campaign with the world,” said Chris Weldon, Partner and Head of Creative and Strategy at Bonfire Labs.

The commercial is the first of several that will run throughout 2022 and is aimed primarily at reaching financial advisors and investment professionals, an audience with whom Bitwise has forged strong relationships since its founding in 2017. Investors are increasingly leaning on these advisors for advice navigating crypto markets, with 94% of advisors having received questions from clients about crypto in 2021.

”There are a lot of things to love about this ad: the performances, the storytelling, the message,” said Bitwise Head of Creative Ricky McRoskey. “But what we love most is that it captures Bitwise’s essence: delivering expertise in a way that’s approachable, authentic, and smart. This ad campaign reinforces our mission of bringing the world of crypto opportunities to everyone with a human touch.”

To watch the 30-second TV ad, please click here.


Based in San Francisco, Bitwise is one of the largest and fastest-growing crypto asset managers. As of December 31, 2021, Bitwise managed over $1.3 billion across an expanding suite of investment solutions. The firm is known for managing the world’s largest crypto index fund (OTCQX: BITW) and pioneering products spanning Bitcoin, Ethereum, DeFi and crypto-focused equity indexes. Bitwise focuses on partnering with financial advisors and investment professionals to provide quality education and research. The team at Bitwise combines expertise in technology with decades of experience in traditional asset management and indexing, coming from firms including BlackRock, Blackstone, Facebook and Google, as well as the U.S. Attorney’s Office. Bitwise is backed by leading institutional investors and asset management executives, and has been profiled in Institutional Investor, CNBC, Barron’s, Bloomberg and The Wall Street Journal.


Bonfire Labs is a creative studio born and bred in San Francisco. The company has long-running partnerships with many of the best brands in the world. In the parlance of our times, Bonfire Labs is scalable as hell.* Their flexible model fits process, talent, and timeline to any given project—not the other way around.

*Strategy, brand platforms, integrated campaigns, broadcast spots, web content, social, launch films, product and educational films, popcorn...they make it all.


Carefully consider the investment objectives, risk factors, and charges and expenses of any Bitwise investment product before investing. Investing involves risk, including the possible loss of principal. There is no guarantee or assurance that the methodology used by Bitwise or any of the Bitwise investment products will result in any Bitwise investment product achieving positive investment returns or outperforming other investment products. There is no guarantee or assurance that an investor’s investment objectives will be met through an investment into any Bitwise investment product, and an investor may lose money. Investors into any Bitwise investment product should be willing to accept a high degree of volatility in the price of such investment product and the possibility of significant losses. Bitwise investment products involve a substantial degree of risk and are available only to institutional and individual accredited investors.

Certain of the Bitwise investment products may be subject to the risks associated with investing in crypto assets, including cryptocurrencies and crypto tokens. Because crypto assets are a new technological innovation with a limited history, they are a highly speculative asset. Future regulatory actions or policies may limit the ability to sell, exchange or use a crypto asset. The price of a crypto asset may be impacted by the transactions of a small number of holders of such crypto asset. Crypto assets may decline in popularity, acceptance or use, which may impact their price. The technology relating to crypto assets and blockchain is new and developing. Currently, there are a limited number of publicly listed or quoted companies for which crypto assets and blockchain technology represent an attributable and significant revenue stream.

The opinions expressed herein are intended to provide insight or education and are not intended as individual investment advice. Bitwise does not represent that this information is accurate and complete and it should not be relied upon as such.

This material represents an assessment of the market environment at a specific time and is not intended to be a forecast of future events or a guarantee of future results. This information should not be relied upon by the reader as research or investment advice regarding the funds or any security in particular. Past performance is no guarantee of future results.

Diversification may not protect against market risk. Diversification does not ensure a profit or protect against a loss in a declining market.

Bitwise may attempt to have shares of its investment products quoted on a secondary market. However, there is no guarantee this will be successful. Although the shares of certain Bitwise investment products have been approved for trading on a secondary market, investors in any other Bitwise investment product should not assume that the shares will ever obtain such an approval due to a variety of factors, including questions that regulators such as the SEC, FINRA or other regulatory bodies may have regarding the investment product. Shareholders of such investment products should be prepared to bear the risk of investment in the shares indefinitely.

This press release is not an offer to sell or the solicitation of an offer to buy any security in any jurisdiction where such an offer or solicitation would be illegal, nor shall there be any sale of any security in any jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of that jurisdiction. The offer and sale of these investment products have not been registered with or approved or disapproved of by the Securities and Exchange Commission or the securities commission or regulatory authority of any state or foreign jurisdiction.


To request an interview or for further information about Bitwise, we ask that members of the press please contact:

Frank Taylor/Ryan Dicovitsky

Dukas Linden Public Relations

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