BlackRock discontinues its Bitcoin ETF advertisement targeting the ‘boomer’ demographic, signaling an intensified marketing campaign.

While many spot Bitcoin ETF issuers opt for pop-culture references and vibrant imagery, BlackRock seems to have adopted a more sophisticated approach, which may hold unique appeal for the affluent boomer market, according to industry observers.

On January 11, BlackRock, a major investment firm, unveiled its first video advertisement for the recently launched iShares Bitcoin Trust ETF (IBIT). The nearly two-minute video features a BlackRock executive articulating Bitcoin’s value proposition and explaining how investors can gain exposure to the new ETF. Jay Jacobs, BlackRock’s United States head of thematics and alternative ETFs, emphasizes in the ad that IBIT is easily accessible, alleviates operational complexities, and benefits from BlackRock’s reputable expertise in the ETF space. Notably, the ad deliberately avoids flashy visuals and crypto jargon, setting it apart from other Bitcoin ETF advertisements.

Bloomberg ETF analyst Eric Balchunas noted on January 14 that BlackRock’s ad exudes a calm demeanor, an easy-to-understand investment case, soft new-age music, and a business attire sans tie—elements that collectively communicate a reassuring message: “it’s okay now, the adults are here.”

Chris Dark, founder and managing partner of Fourth Turning Investments, praised the advertisement as “so boring it’s brilliant,” highlighting its apparent effectiveness in resonating with the boomer demographic.

Digital asset investor Fred Krueger also sees the ad as more appealing to affluent boomers, noting that this demographic prefers traditional finance channels for investing in Bitcoin rather than radical approaches advocated by some younger generations.

The Bitcoin ETF marketing landscape has intensified since the first ad from Bitwise dropped on December 18, 2023. Hashdex and VanEck followed suit with their ads. In January, ARK Invest and Grayscale launched new advertising campaigns, and the Valkyrie Bitcoin Fund (BRRR) was showcased on the Nasdaq billboard in Times Square, New York City, on January 13.

Several ETF issuers, including VanEck, Invesco Galaxy, and Franklin Templeton, prominently feature their new Bitcoin ETFs on their homepages, while BlackRock and Fidelity Investments have reportedly adopted a similar approach.