Jack Dorsey's Block is continuing its push to make bitcoin "everyday money." The NYSE-listed payments company announced Thursday that it has launched an advertising campaign urging people to use the leading cryptocurrency as a medium of exchange. Per the company, the effort is its first-ever bitcoin consumer advertising campaign.

The rollout comes as the United States contends with an affordability crisis, with high prices a hot topic — perhaps the most pressing — among voters ahead of the midterm elections. The campaign's creative leans directly into that frustration, and Dorsey and Block have consistently pushed for bitcoin to be used to pay for goods.

Block's Bitcoin account introduced the campaign in a post on X:

Some things don't make sense. Bitcoin does. pic.twitter.com/x8hHOL7vW4 — Bitcoin at Block (@BitcoinatBlock) October 1, 2026

"At Block, we're focused on building financial products that make everyday life easier," Block Bitcoin Lead Miles Suter said in a statement.

He added: "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."

An advert released alongside the announcement on X features everyday Americans complaining about the cost of living and other grievances, such as Wall Street bankers getting bailed out by the government. The ad carries the slogan, "Some things don't make sense. Bitcoin does."

Per Block's announcement, the campaign began rolling out Thursday across YouTube, X, Meta, Instagram, and on television through Fox Sports, running until December 31. The ads will also appear in theaters at select screenings of Avengers: Doomsday and Dune 3. The roughly three-month, multi-platform run gives Block an extended window to make its case for bitcoin as everyday usable money to mass-market audiences.

Dorsey, the billionaire founder of Twitter, left the social media company in 2021 to focus his efforts on payments and bitcoin adoption, saying he wants the cryptocurrency to serve as the global currency. He has also described Satoshi Nakamoto's bitcoin white paper as "poetry."

The tools the campaign is nudging people toward already exist across Block's ecosystem: through Cash App, users can send and receive bitcoin as well as buy and sell it, and pay at point-of-sale terminals, while Square accepts the cryptocurrency via the Lightning Network.

Last year, Block also debuted a bitcoin mining rig with swappable parts, an idea intended to let miners cut costs on repairing and replacing the devices.

This article first appeared on Bitcoin Magazine and was written by Mathew Di Salvo.