On March 17, Solana released a 2.5-minute ad. It featured a man named “America” speaking to a therapist about innovation—interplanetary travel, AI, and crypto. The therapist diagnosed him with “rational thinking syndrome” and suggested he shift his focus from verbs like "innovating" to pronouns.
The ad lasted 9 hours before it was deleted. It racked up 1.2 million views, divided the crypto community, and, for better or worse, made an impression. Some called it “cringe.” Others thought it was “brilliant marketing.” Solana’s CEO later apologized, calling it “mean.”
But here’s the interesting part: Solana deleting the ad didn’t stop the conversation—it amplified it.
Marketing in the Age of Reaction
Most marketing campaigns fade into the background. They run their course, get their clicks, and disappear. But once in a while, something happens that makes people stop, watch, and react. Solana’s ad was one of those moments. Whether you found it clever or offensive, you had an opinion. And that’s what makes this kind of marketing work.
The mistake wasn’t making the ad. The mistake was pulling back after it worked too well.
If you’re going to be bold, commit. The worst thing you can do in marketing is hesitate. Once you backtrack, you signal to your audience that you weren’t sure of your message in the first place. You invite people to question your intent, not just your execution.
The Art of Polarization
Some of the most effective ads in history were controversial at the time. Nike’s 2018 Colin Kaepernick campaign got backlash, but it also skyrocketed brand loyalty. Benetton’s 1990s ads made people uncomfortable, but they built a brand that stood for something. Apple’s 1984 ad was dystopian, rebellious, and nothing like traditional advertising.
What these campaigns have in common is that they didn’t try to please everyone. They spoke to a specific group of people who would get it—and in doing so, they became iconic.
Solana’s ad was doing the same thing. It wasn’t really about pronouns. It was about frustration with stagnation—the feeling that we talk about change more than we actually create it. That’s a strong message, one that a lot of people resonate with. The problem wasn’t the ad. The problem was not standing behind it.
What This Means for Brands
If you’re building a brand, here’s the takeaway:
- Make bold choices, but be ready to own them.
- If your campaign is strong enough to get people talking, deleting it just weakens your position.
- Not everyone has to like your ad.
- The best marketing speaks directly to the people who matter, not to everyone.
- Controversy can be a tool—if you know how to wield it.
- If you’re going to push boundaries, be prepared for backlash. Sometimes, that’s part of the plan.
Just a Thought
Solana’s ad is gone, but the conversation isn’t. And in the end, that’s what good marketing does. It doesn’t just sell a product—it sparks a discussion.
If you want to create a campaign that gets people talking, let’s chat. Bold ideas need bold execution.
reference: https://crypto.news/lazarus-group-sends-3-76m-worth-of-bitcoin-to-five-unknown-address/
