Crypto.com’s Oscars commercial is a sobering plea for Ukraine

Crypto.com is taking a step back from its maximalist, celebrity-driven marketing for a campaign in support of Ukraine.

A 30-second spot headlining the effort will air four times during the U.S. broadcast of Sunday's Oscars ceremony on ABC. The ad begins with the words "bread," “hot soup,” “blankets” and “batteries” among others flashing on-screen against a soundscape of wind and crickets. Then the message of the ad appears in text: “In Ukraine, the basics are now essentials,” followed by a QR code linking to a donation page for the Red Cross Red Crescent (RCRC) movement. 

Read more: How the marketing industry is responding to the Ukraine war

Crypto.com is also dropping an NFT collection to support Ukraine relief amid the Russia-Ukraine war. Dubbed “The Art of Giving,” the series consists of 40 peace-themed NFTs, such as psychedelic hippie cats and an image of the sun peaking through sunflowers. The NFTs are a collaboration between Crypto.com and 33 independent artists. Each will sell in unlimited editions for between $50 and $100 apiece from March 25 through March 31 on the brand’s NFT platform.

All proceeds from the collection’s primary sales will go to the RCRC. People can also donate via crypto and fiat, which Crypto.com will match up to $1 million, in aggregate. The company will promote the fund and campaign across its social channels.

Outside of the psychedelic hippie cats, this effort is much quieter than those previously seen from Crypto.com. The exchange has joined forces with A-list celebrities such as LeBron James—for the Super Bowl—and Matt Damon, who appeared in a high-octane spot alongside astronauts and mountain climbers. 

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More recently, Crypto.com signed on as an official sponsor of the 2022 FIFA World Cup, which will be held later this year in Qatar. It also partnered with James’ non-profit to help support Web3 education.