American rapper Marshall Mathers, known as Eminem, has become the new voice of Crypto.com's latest ad campaign.
On April 26, Eminem took to social media to reveal the ad campaign, featuring a boxing training montage that includes crypto terms like "proof-of-work" and the phrase "Fortune favors the brave."
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The ad is scheduled to make its debut during an NBA Lakers playoff game at the Crypto.com Arena and will also be shown at other high-profile sporting events, including the Formula 1 Miami Grand Prix and an upcoming UFC event.
With this initiative, Eminem took the wheel from actor Matt Damon, who was involved in Crypto.com's previous ad campaign in 2021. The slogan "Fortune favors the brave," used by Damon, became well-known and was even humorously featured in an episode of South Park. Damon later shared that his involvement was with the aim to support a water charity.
Reactions to Eminem's advertisement have been varied, with some fans being critical and others responding humorously - one user altered the lyrics to Eminem's song "The Real Slim Shady" to fit the context of crypto:
Y'all act like you never seen a rugpull before, jaws all over the floor, like SBF just burst through the door.
Eminem had previously shown interest in digital assets by purchasing a Bored Ape Yacht Club NFT for $462,000 in 2021.
This campaign highlights both Eminem's personal engagement with crypto and the broader trend of celebrity participation in crypto promotions.
