The ambition of “DON’T MISS OUT” was to create “an Oscar period piece but make it Larry David.” So from the beginning we leveraged Larry’s talents as a writer and producer. Working with him over multiple writing sessions to find the funniest scenes, bringing in his co-writer and director to craft a cinematic story that could also accommodate Larry and his cast’s improv skills. Larry was involved throughout production and post-production to create a piece of content that was hilarious on its own, and that only brought the brand in at the end to pay off the story.

On the cusp of mass adoption, many people will choose a company to invest in crypto with over the next 2-5 years. We needed to create and secure as much future demand as possible, by winning the mental availability of the masses and establishing FTX as the choice in this new and growing space.

The problem was that crypto was perceived to be for the few (not me). For most Americans, cryptocurrency lived at the intersection of too good to be real and too real to ignore. As a result, most people were sitting on the sidelines waiting for the time to be right.

With this campaign, we needed to inspire the masses to get off of the sidelines and get into crypto with FTX by showing them just how idiotic it is to miss out on the next big thing.

It’s hard to see the next big thing, even when it’s right in front of you. “Don’t Miss Out” follows eternal-skeptic Larry David as he passes on great invention after great invention, culminating in FTX, the safe and easy way to buy crypto. The film spans the spectrum of human achievement – from the wheel, the fork, the lightbulb…even the invention of America. And Larry is positive none of them, especially crypto, are ever going to pan out.

We found that the best way to create behavior is through identity. Showing the qualities of a person people want to be – or desperately don’t – will call them to act on (or avoid) the desired qualities in themselves. For this idea, we sought to dramatize the type of person people DO NOT want to be - a person who always passes up on the next big thing – as a cautionary tale for who the audience does not want to be.

The strategy was to show just how idiotic it is to miss out on the next big thing, especially when FTX makes it so easy.

To push against current perceptions of crypto, we needed to bring this idea to life in a light, humorous, entertaining way that would take the intimidation and complexity out of crypto and position FTX as the accessible, easy way to get in.

Larry had never created anything for a brand before, and during production he told us he never planned to. But when his show wrapped, he was looking to work on something funny, and to his surprise, he said the funniest project to come across his desk, was for FTX.

So he approached this like he would his show or a movie. He brought in his co-writer and director and together with the agency had five writing sessions with multiple drafts written in between. The plan was always to create a longer online film, in addition to the Super Bowl commercial.

To accomplish this, Larry doubled the shoot days to film more scenes and have more time for alt jokes and improv.

Larry was involved in the wardrobe, casting and production design. He was involved in the edit, as well as the music calls, VFX, mix, even the color grade sessions.

Spot aired on TV during the 1st half of Super Bowl LVI, netting one of the strongest placements in a game that was up 3% in ratings YOY w/ NBC reporting 99.2M live viewers. With PR coverage, FTX swept five top national television broadcast morning shows between February 14-15, 2022. FTX spiked in coverage the day after the Super Bowl, receiving 90.5K in engagements, more than any other competitor that advertised during the game. FTX saw a +9% lift in positive sentiment after the ad aired. The spot was extremely well received on social. On Twitter, specifically we saw over 67k brand mentions and 182K retweets of the spot. FTX was named the “Retweet Rusher from #BestOfTweets Brand Bowl LVI” from Twitter.