BlackRock, the largest asset management firm in the world, has released another advertisement for its spot Bitcoin Exchange-Traded Fund (ETF) offering, labeling BTC as a “progress” and not a currency in the media campaign.
The new BlackRock Bitcoin ETF advertisement employs a simplistic design with a yellow-colored background, featuring a runway and a plane—a departure from the conventional flashy approach often associated with digital-asset-related promotions.
BlackRock Bitcoin ETF Mundane Ads
“Bitcoin ETFs have landed,” stated the yellow advertisement, as pointed out by senior Bloomberg analyst Eric Balchunas in a post on social media platform X.
The seemingly mundane visual is a deliberate choice by BlackRock, aiming for a balance between a traditional investment appeal and a more modern, relatable tone. Balchunas noted that this was the “sweet spot between the boring legacy fund and “‘hey fellow kids’ type stuff.”
“Strong advisor-friendly vibes. BlackRock on brink of pulling away as the category liquidity king, going for kill w more ads makes sense,” said Balchunas.
Comparing Bitcoin to ‘Progress’
It is important to note that BlackRock refrained from mentioning Bitcoin as a commodity or a currency that can be transferred from one user to another, but equated it with “progress.” Balchunas further suggested that the tagline for the IBIT ETF should have been, “It’s ok now. The adults are here.”
He added:
“Interesting they equate bitcoin not w a commodity or a currency but w progress. Also they mention how the ETF standardizes BTC so it is just like your stock and bonds in portfolio. Clearly aimed at normal 60/40-ers vs the BTC faithful (who largely don’t own stocks and bonds).”
Balchunas’ observation was seconded by digital asset enthusiast Muhmmad Azhar on X, who added that the “interplay between modern simplicity and legacy gravitas in advertising is indeed a delicate dance.” Azhar believes that exciting times are waiting for the digital asset sector in the near future.
As reported earlier by BitcoinNews, BlackRock released a similar “boring” ad in January that targeted the wealthy boomers towards its spot Bitcoin ETF. The campaign featured an almost two-minute presentation by Jay Jacobs, the asset management firm’s United States head of thematic and alternative ETFs.
“This is how you market to rich boomers, folks. The calm disposition, easy-to-understand investment case, soft new age music, suit with no tie… everything about it says ‘it’s ok now, the adults are here,’” noted Balchunas at the time.
IBIT’s Success Story
On the other hand, the spot Bitcoin ETF offering by BlackRock has become very popular among investors. It recently ranked among the top 0.2% of all Exchange-Traded Products (ETPs) issued in the United States from January 1 to the end of the first week of February.
Moreover, IBIT also amassed around 100,000 BTC, becoming the first one out of the recently approved spot Bitcoin ETFs to do so. According to the data provided by the asset management firm, it currently has 115k BTC in its holdings.
