Block Launches Its First Ever Bitcoin Consumer Advertising Campaign, Making the Case for Bitcoin as Everyday, Usable Money

DISTRIBUTED-WORKFORCE/OAKLAND, Calif., October 1, 2026 - Block, Inc. (NYSE: XYZ) today launched "Bitcoin Does," the company's first major bitcoin consumer advertising campaign. Created primarily for the 60 million bitcoin curious Americans^1, the campaign shows real-world examples of how bitcoin can function as practical, everyday money, from buying a flower bouquet to splitting a dinner bill with friends.

The campaign begins rolling out today across YouTube, X, Meta, Instagram, and on television through Fox Sports, with additional posts following until December 31, 2026. The ads will also run in theaters this winter at select screenings of Avengers: Doomsday and Dune 3.

“At Block, we’re focused on building financial products that make everyday life easier,” said Miles Suter, Bitcoin Lead at Block. “Cash App, Square, and Bitkey are helping make bitcoin more accessible and useful, bringing us closer to a more inclusive financial system where bitcoin can be used as money. This campaign is our first major illustration of what a bitcoin-centric financial system could look like, and we’re excited to show how it can make a meaningful difference in people’s lives.”

A New Way to Talk About Bitcoin

Awareness of bitcoin in the U.S. is high, but broad understanding and everyday use remain low. Block’s research estimates around 22% of US adults have never owned bitcoin but show openness to buying², trying or using it. Most conversations about bitcoin begin with speculation or technical explanations, leaving many people confused or unsure where it fits into their lives. At the same time, rising everyday costs and complicated systems are leading more people to question how money really works. The campaign draws on familiar contradictions and shows bitcoin working in everyday life - inviting people to become curious about what it can do.

The campaign tells a different story about bitcoin: it’s a tool people can use. Cash App helps customers buy, send, receive, and pay with bitcoin. Bitkey gives people a way to hold bitcoin in self-custody. Square gives businesses a way to accept it. Together, these products reduce the complexity between owning bitcoin and using it as money. Since its launch in 2018, Cash App has onboarded more than 24 million actives into bitcoin.

About the Campaign

The campaign — directed by Alec Sutherland, with creative developed by GrandArmy — includes five 15-second films, a 30-second compilation, and a range of cutdowns, vertical edits, and sound-off versions built for social platforms. Each film opens in a familiar setting — a nail salon, vinyl shop, or flower shop — where someone points out common frustrations, like rising prices, rent hikes, or confusing loan terms.

“Our goal with this campaign was to raise public awareness of bitcoin through relatable, every-day scenarios,” said Eric Collins, Founder of GrandArmy. “So much of what we typically hear from the digital currency industry either feels like a lecture — getting lost in the details, and over explaining blockchain technology — or we hear vague platitudes about “the future of money.” With this series we instead tried to meet people where they are. Because many of us can feel that there is something deeply wrong and strange about our current financial systems, even if we can’t quite articulate it. We constantly encounter moments in the world and think to ourselves “That Makes No Sense. But Bitcoin Does.”

To ground the campaign in real experiences, Block worked with Square sellers, cultural creators, and bitcoin-native voices during production, including cameo appearances and behind-the-scenes content captured on set.

"Bitcoin Does" is airing now. The campaign films are available at https://block.xyz/bitcoin/does.

Disclosures

Lightning Network and Square Bitcoin are not available to New York residents. Bitcoin is a non-deposit, non-bank product that is not FDIC insured and involves risk, including monetary loss. Cash App and Square bitcoin services provided by Block, Inc. and are not licensable activity in all U.S. states and territories. Availability may be subject to regulatory approval, where applicable, and may change. Block, Inc. operates in New York as Block of Delaware and is licensed to engage in virtual currency business activity by the New York State Department of Financial Services. See Cash App and Square disclosures and Block licenses.

About Block

Block, Inc. (NYSE: XYZ) builds technology to increase access to the global economy. Each of our brands unlocks different aspects of the economy for more people. Square makes commerce and financial services accessible to sellers. Cash App is the easy way to spend, send, and store money. Afterpay is transforming the way customers manage their spending over time. TIDAL is a music platform that empowers artists to thrive as entrepreneurs. Bitkey is a simple self-custody wallet built for bitcoin. Proto is a suite of bitcoin mining products and services. Together, we’re helping build a financial system that is open to everyone. Block.xyz

Credits

• Creative Agency: GrandArmy
• Production Agency: NightShift
• Editing & Post Production: En Route Post

¹ Block research based on a Block-commissioned online survey of 8,669 U.S. adults aware of bitcoin, August 2026, weighted to U.S. Census demographic benchmarks . Broad curiosity includes never-owners who are likely to buy within 12 months, feel bitcoin is safe enough to try, or would be more likely to use it for payments if doing so were easier. Population estimate applies the weighted 25.8% share to the Census Bureau’s July 2025 adult population, adjusted using Pew Research Center’s January 2026 cryptocurrency-awareness figure of 86%.

² Source: Block research survey, August 2026.