LONDON, UK — Bruce Lee fans have an exciting new reason to tune in as the legendary martial artist returns to our screens, thanks to morphing AI technology.
In a surprising fusion of pop culture and technology, 1inch, a decentralized finance project known for its advanced trading solutions and secure crypto wallet, is using the wisdom and precision of Bruce Lee to encourage a more mindful approach to the crypto and Web3 space.
For many, the world of digital currency remains a wild frontier, with its unpredictability compared to navigating a maze of shifting paths. To counter this narrative, the comedic Kung Fu inspired commercial’s message is simple: “Take crypto SeriousLEE.”
Bruce’s iconic one inch punch serves as a metaphor for the 1inch app’s efficiency and effectiveness. The platform’s first ever global advertising campaign emphasizes that with the right tools and mindset, managing digital assets can be both empowering and secure.
1inch partnered with independent creative agency, Talent, and the Bruce Lee Family Company to create the campaign.
Sergej Kunz, Co-founder of 1inch, said: “I’ve been inspired by Bruce Lee since childhood, when I first took up martial arts. Named after Bruce Lee’s iconic punch, 1inch has always stuck to Bruce Lee’s values including integrity, resilience and a serious approach to every endeavor he pursued. Now, partnering with the Bruce Lee Family Company feels like the natural next step. I hope it will help spread Bruce Lee’s values alongside the benefits of Web3 to a wider audience.”
Shannon Lee, Bruce Lee’s daughter, shared: “We’re excited to have worked with 1inch for the launch of the new marketing campaign featuring Bruce Lee. We all value the importance of innovation and speed, as well as fun and creativity. It has been delightful bringing the ‘Take Crypto SeriousLee’ campaign to fruition and I look forward to our continued partnership.”
Roman Vydashenko and Liudmila Kulibaba, Associate Creative Directors at Talent, concluded: “Bruce Lee’s commitment to mastering diverse disciplines, from filmmaking to winning Hong Kong’s Crown Colony Cha-Cha Championship, was always about taking things seriously. We wanted to reflect that mindset in this campaign, encouraging people to be as focused and disciplined with their digital investments as Lee was with his craft. Whether you’re a crypto veteran or someone just starting to dip your toes into digital finance, the campaign offers an inspiring message: a reminder that we should all take things a bit more ‘SeriousLEE’ in this rapidly evolving digital landscape.”
Credits:
Client: 1inch
Agency: Talent
Production company: Birth
Campaign title: Take Crypto “SeriousLEE”
Format: Digital
Eugene Pakhmutov – Executive Creative Director
Lucy Kulibaba – Associate Creative Director
Roman Vydashenko – Associate Creative Director
Roman Kostuchenko – Strategic Director
Ksenia Luzhnova – Client Service Director
Alexandra Boettcher – Account Director
Asya Grigoryan – Head of Production
Alisa Smirnova – Senior Producer
Production company – Birth France
Producer – Hugo Besson
Producer assistant – Thomas Rolle
Post Production producer – Mateo Lahais
Director – Martin Jalfen
Director of Photography – Galo Olivares
Color grading – Mitch Paulson
Music – PAPA Music
CG – Digital District
Production Service Company Thailand – TA Prod
