According to the latest from CoinDesk, Bitwise Asset Management has premiered an advert for a spot bitcoin-ETF, with US regulatory approval expected in January 2024. The advert features Jonathan Goldsmith, best known as "The Most Interesting Man in the World" from the Dos Equis ad campaigns, stating, "You know what's interesting these days.... Bitcoin." Bitwise, pending SEC approval, among several firms, is preparing to launch a spot bitcoin-ETF.

Bitwise, unlike larger participants such as BlackRock, has been offering cryptocurrency ETF products for several years, emphasised in its advertising by the phrase "ETFs backed by cryptocurrency specialists". Among Bitwise's current offerings are the Bitwise Bitcoin and Ether Equal Weight Strategy ETF (BTOP) and the Bitwise Bitcoin Strategy Optimum Roll ETF (BITC), both of which are futures-based. It's a moment in history that signals the advent of a spot bitcoin ETF advert designed to attract attention and prepare for a new phase in the world of cryptocurrency investing.