Tom Brady is Looking to Trade in dentsuMB’s Spot for Crypto Trading Platform FTX

As the NFL trade deadline approaches, a lot of NFL teams are wishing they could upgrade their quarterback. Which makes dentsuMB’s latest ad for crypto trading platform FTX particularly timely, as Tom Brady’s casual conversation about making a trade creates a frenzy in cities across the US eager to welcome the star quarterback with open arms.

'The Trade' starring Tom Brady and Gisele Bundchen debuted during Sunday’s NFL game on NBC, following a Twitter exchange between the couple that fueled speculation online and in the press about a potential trade. This is the latest addition to dentsuMB’s first major brand campaign for FTX, which launched in September with 'You In?'. The campaign is running through the fall during NFL broadcasts, with additional support from digital and mobile buys.

The creative is aimed at a broad audience of sports fans, tapping into sports culture and humor to play on some of the most intense rivalries in the NFL and drive brand recognition for the fast-growing crypto platform. Brady and his wife, supermodel and businesswoman Gisele Bundchen, announced over the summer that they were taking an equity stake in FTX, and had previously never appeared together in commercials.

In recent months, FTX has been making power moves to establish itself as a major player in the crypto space in the US, doubling down on sports marketing investments and broad awareness efforts. In recent months, they became the first cryptocurrency exchange to sponsor a professional sports league via a five-year deal with Major League Baseball, made a $135 million deal to make the Miami Heat’s home court the FTX Arena, snapped up field naming rights to FTX Field at California Memorial Stadium for $17.5 million over the next ten years, and announced a partnership with NBA star Steph Curry. They’re investing another $20 million in media to support this latest advertising push starting Tom and Gisele, after tapping dentsuMB to help them launch their brand in the US.