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 (not me). 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.

Moving through history is an ambitious task for any commercial, let alone one led by a star known for slow, nuanced, long-paced jokes. The edit required us to keep pace and transition from dismissal to dismissal, balancing both scale and audience attention span. Music was scored perfectly to enhance each joke, and the edit gave room for each visual gag to register and feel new.