Ross Geller and NFTs in One Ad? Meitav Dash’s Move to Attract Young Investors

Israeli investment house, Meitav Dash, is appealing to young investors by mentioning NFTs in an ad.

Quick take:

  • Meitav is appealing to young investors with its rebranding campaign.
  • Its latest ad mentions NFTs, which the younger generation is investing in.
  • The ad features actor David Schwimmer, known for his role as Ross Geller in ‘Friends’.

Israeli investment house Meitav is reaching out to young investors with its rebranding campaign, starting with a commercial which aired on Israeli TV this week,

The ad, starring actor David Schwimmer, who’s widely known for his role as Ross Geller in the hit TV sitcom, Friends. The sitcom has seen a revival in popularity since its reruns on Netflix.

The ad mentions a number of investment opportunities, including NFTs. According to research by intelligence company Morning Consult, millennials were most likely to collect NFTs than Gen Zers. The survey of 2,200 US adults conducted between Mar 17-22 this year found that millennials are three times more likely to collect NFTs than Gen Zers.

It’s no coincidence that Meitav tapped David Schwimmer for its rebranding campaign as millennials grew up watching Friends. Meitav’s new move was spurred by a loss in earnings in 2021, and the investment house now wants to target the younger generation of investors.

According to a March 2021 report by Israeli business news outlet Calcalist, Meitav said the pandemic had helped bring more young people into the capital market. These young people are looking for attractive investment opportunities including NFTs, which grew to a $41 billion market in 2021.

“Meitav is not just a classic investment house, but a broad financial platform that enables the provision of broad financial solutions to a variety of clients and a variety of needs,” Ilan Raviv, CEO of Meitav Investment House, told Calcalist.

Meitav said that this is the right time to update its value proposition to customers and to change its target demographic’s perception of an investment house.

“We chose an iconic character from an iconic series, bridging generations of clients. The rebranding expresses a long and deep process in which we have transformed from an investment house into a broad platform of financial solutions, which understands the client’s needs and puts him at the center,” the company said.

With the mention of NFTs in its latest ad, it appears that Meitav could expand its offerings to include NFT investment opportunities in the future. Even if the investment house doesn’t do so, the fact that NFTs were mentioned in a TV commercial seen by millions of viewers would put NFTs into mainstream consciousness, which could further their adoption.

So far, there has yet to be a traditional investment house that offers NFT investment solutions. However, NFT marketplace Nifty Gateway is launching an NFT advisory program for institutional clients as it furthers its mission to onboard 1 billion people into the NFT space.

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