In FTX’s Super Bowl spot, Larry David, known for his curmudgeonly skepticism, plays a man who dismisses some of the most profound inventions throughout history. The wheel, the fork, the trajectory codes to get humans to space, and of course crypto, Larry dismisses them all.

After a misguided waltz through history, we end with a warming “Don’t Be Like Larry” and encourage everyone get in on the next big thing, crypto with FTX.

Crypto is teetering on the edge of mass adoption. Despite having the fastest adoption curve of any new technology ever (yes ever), crypto is still something that only 16% of Americans had dabbled in, in 2021.

The problem was - for most Americans - crypto was perceived to be for the few. It sat 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.

Reinforcing mass hesitation was the cultural conversation and competitor marketing at the time, which only served to deepen the cultural perceptions of crypto - mysterious, complex, intimidating and out of reach - that had most people on the sidelines in the first place.

The director approached this production as if this was an Oscar-winning period piece that just happened to star Larry David. This meant ambitious production design and set builds, the very best of hair and makeup, exacting period costumes and top notch crew, all to create a fully realized and historically accurate world where Larry and the cast could play and improv to find the funniest beats.