Digital currency and crypto asset management firm Grayscale Investments LLC has launched a new campaign calling for Bitcoin to replace gold as a store of value in the new global digital economic model.

The #DropGold campaign was unveiled with a TV commercial, which has now gained over 88,000 views on Twitter in the past day. In the commercial, corporate workers are seen abandoning physical bars of gold, dumping the heavy metals and running away, presumably to get Bitcoin.:

In a statement to Forbes, Grayscale claims that the new campaign is advocating for “investment portfolios to reflect that bitcoin has become digital gold for today’s forward-thinking investors.”

Barry Silbert, founder and CEO of Digital Currency Group and its subsidiary Grayscale Investments, said:

“There is a generational shift in how individuals are approaching investing. We strongly believe that investments in gold will be reallocated to bitcoin as Baby Boomers begin transferring their wealth to a younger generation of investors, one that wasn’t raised on the gold standard. The gold industry has done a fantastic job of marketing an overpriced metal but bitcoin has superior physical properties and market utility.”

Grayscale Investments managed the publiclly quoted Grayscale Bitcoin Trust, which today holds around 1.2% of the entire world’s Bitcoin in circulation.

 

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