Gemini, a U.S. cryptocurrency exchange, has launched a global advertising campaign featuring physical and digital ads in major locations across the United States and London. The campaign aims to position cryptocurrency as an essential part of the future financial landscape. This comes as cryptocurrency policy has become a talking point in the campaigns of former President Donald Trump and Vice President Kamala Harris.
Gemini’s Chief Operating Officer, Marshall Beard, described the campaign as the exchange’s first major branding initiative in several years, coinciding with a high-stakes election where crypto regulation is likely to be affected by the results. The campaign, launched with multimillion-dollar backing, is intended to run for several months, extending beyond the election.
It features artwork from Matt Griffin, known for his work on films like Dune and Star Wars. The ads, with the tagline “Go Where Dollars Won’t,” depict futuristic scenes like space tourism and underwater exploration, suggesting a world where crypto enables new possibilities. The role of cryptocurrency in the economy has become a prominent issue in the U.S.
presidential race. Both Donald Trump and Harris have discussed their positions on digital assets, recognizing the growing influence of “crypto voters.” Coinbase’s chief legal officer, Paul Grewal, recently commented that this emerging voter base could impact the election’s outcome. The Winklevoss twins, Cameron and Tyler, who founded Gemini in 2014, have been vocal supporters of pro-crypto policies.
They recently contributed over $2 million in Bitcoin to Trump’s campaign, hoping he will reverse what they call the Biden administration’s “war on crypto.” If elected, Trump has pledged to support the industry by removing Securities and Exchange Commission (SEC) Chairman Gary Gensler, who sued Gemini last year over its crypto lending program.
The campaign portrays crypto as central to the next era of financial and technological advancement. According to Beard, the campaign’s goal is to show that traditional currency lacks the versatility to meet future demands. In contrast, crypto is framed as a tool for unlocking new opportunities and advancing humanity’s exploration of unknown frontiers.
As the U.S. election approaches, interest in crypto-based betting markets has also surged. The decentralized prediction platform Polymarket reported over $3 billion in betting volume for the presidential race by midday on November 4. Betting volumes indicate strong interest in the outcome, with Trump garnering $1.2 billion and Harris accumulating $782.5 million in bets.
While Polymarket’s odds currently favor Trump with a 56.3% probability, his lead has decreased by more than 10% over the weekend.
