Block Launches First Mass Consumer Bitcoin Ad Campaign

Block has introduced its inaugural mass audience Bitcoin advertising initiative, named “Bitcoin Does,” which targets the 60 million Americans who remain interested but hesitant to engage with the cryptocurrency.

Maria Pesce, who serves as Head of Bitcoin Marketing at Block across Cash App, Square and Proto, spoke with Grace Remington and Sean Hagan about the campaign. She explained that the commercials avoid technical discussions about mining and blockchain, instead focusing on demonstrating Bitcoin's practical uses.

Pesce shared the customer insight that shaped the campaign's message, including a Square seller who described Bitcoin as “more honest money.” She detailed how inflation, bailouts and private equity influenced the creative direction of the ads.

The discussion also covered Block's Lightning Lake installation at ComplexCon, where attendees were able to fish for Bitcoin and conduct payments via the Lightning Network.

Chapters

0:00 Block Joins the Open Secure AI Alliance With Nvidia, Microsoft and Visa
1:00 Maria Pesce’s Path From Gemini to Leading Bitcoin Marketing at Block
2:07 Bitcoin Does: Block’s First Mass-Consumer Bitcoin Ad Campaign
3:13 Connecting Main Street Frustration to What Bitcoin Can Do
4:42 What Cash App Users and Square Sellers Told Block About Honest Money
5:56 Fixed Supply, Self-Custody and Why Young People Are Choosing Bitcoin
7:18 Light Bulb Moments From People Who Didn’t Own Bitcoin
8:51 Making Bitcoin Work Like Email: Block’s Design Language
10:15 Lightning Lake at ComplexCon: Fishing for Bitcoin and Paying Over Lightning
13:36 Square’s 0% Bitcoin Processing Fees and What Keeps People Using Bitcoin

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