The race for spot Bitcoin ETFs continues, and now with a new layer: hype.

Bitwise, an asset manager looking to launch a spot Bitcoin exchange-traded fund (ETF) in the US market, debuted an engaging new commercial on Monday promoting its soon-to-launch investment vehicle.

The propaganda stars American actor Jonathan Goldsmith, 85 years old, who has made more than 350 television appearances throughout his career.

The commercial, which was shared by Bitwise in a post on X (formerly Twitter), shows Goldsmith in a smart suit-and-tie outfit sitting at a bar table in the company of two younger people. The three appear to be drinking what appears to be a glass of whiskey, one of the most classic and sophisticated drinks of all time.

“You know what's interesting these days?” asks Goldsmith, positioned in the center of the camera and looking at the audience. “Bitcoin”. “Look for Bitwise, my friends,” adds the actor in a separate post accompanied by the Bitwise logo and the phrase “ETF backed by cryptocurrency specialists.”