Matt Damon: Fortune Favors the Brave

2021

Date: October 28, 2021 · Place: Crypto.com global TV spot, directed by Wally Pfister · Figures: Matt Damon, actor · Kris Marszalek, Crypto.com CEO · Wally Pfister, director (Christopher Nolan's longtime DP) · Tags: TV Ad, Top Signal, Cringe 01. History Is Filled With Almosts Crypto.com pays Matt Damon to walk through a museum of human courage. Wright brothers, Tenzing Norgay, astronauts. The voiceover lands on 'fortune favors the brave,' and the spot cuts to the Crypto.com logo. The ad runs through the World Series, NFL, and global theatrical pre-rolls. Bitcoin tops at $69,000 nine days later, on November 10 2021. The ad is immediately retconned as a top signal. Within months it is the canonical 'they put a movie star on it, we are done' reference. 02. Damon Apologizes, Sort Of Damon defends the ad in a January 2022 GQ interview, saying his fee went to Water.org. The defense becomes its own meme. Crypto.com pays $700 million to rename the Staples Center the Crypto.com Arena on November 17 2021. The Arena rename happens one week after the BTC top. The Damon spot, the Larry David spot, and the Coinbase QR ad become the three-ad bear-market omen. Crypto Twitter still tags every new celebrity endorsement with 'fortune favors the brave.' Sources • Crypto.com press release, October 28 2021 • Zach Baron, 'Matt Damon Gets Personal,' GQ, January 18 2022 • Variety, 'Crypto.com Inks 20-Year, $700 Million Naming-Rights Deal,' November 16 2021