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Cash App

Cash App: It’s Not Polite To Flex


Cash App is the absolute easiest way to privately send money, spend money, save money, and buy cryptocurrency. And with Cash App Boosts, it’s easier than ever to save at your favorite restaurants.

We created a campaign based on Cash App’s privacy values to differentiate them from competitors. Though this, we created the tagline ‘It’s Not Polite To Flex’ and created stereotypical flexers that we all see in everyday life, giving the audience people they can aspire NOT to be.


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IT’S NOT POLITE TO FLEX.

IN THE AGE OF THE KARDASHIANS, EVERYONE WANTS TO SHOW OFF THEIR WEALTH, TO “FLEX” WHAT THEY HAVE. BUT YOU KNOW WHAT? MOM TAUGHT ME THAT IT ISN’T POLITE TO DISCUSS MONEY. SO DID BENJAMIN FRANKLIN. IN FACT, HE INSCRIBED IT ON THE FIRST PENNY: “MIND YOUR BUSINESS.” AT CASH APP, WE DEAL IN NEW MONEY BY BEN’S RULES. ALL YOUR TRANSACTIONS IN ONE SECURE APP. NO NEED TO TELL THE WORLD WHAT YOU PAID FOR, OR WHO YOU WERE WITH. AFTER ALL, YOUR LIFE IS YOUR DISCRETION. WE LIKE TO THINK THAT IF BEN WAS AROUND TO MAKE AN APP TODAY, IT’D PROBABLY BE CASH APP.

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:15 PRE-ROLL

Open on a man chatting at a coffee shop. He’s rambling about his start up and all of his connections and all of the funding he has received and what kind of computer he has and ripping fat clouds and…

TECH BRO: I HAVE MY OWN BUSINESS. YEAH, I’M AN ENTREPRENEUR. I JUST GOT MY FIRST INVESTOR WHO INTRODUCED ME TO OTHER POTENTIAL INVESTORS, SO THINGS ARE LOOKING PRETTY POSITIVE. THAT FIRST INVESTOR IS KEY, LUCKILY MY MOM—I MEAN, MY INVESTOR—REALLY BELIEVES IN MY BUSINESS MODEL. THAT’S NOT SOMETHING ALL ENTREPRENEURS CAN SAY, SO I FEEL SUPER OPTIMISTIC ABOUT THE FUTURE OF MY COMPANY…OH A PROTOTYPE? NO, WE’RE—I’M—STILL IN THE EARLY STAGES…

Rambling continues and fades as VO enters.

VO: IT’S NOT POLITE TO FLEX.

Cut to app demonstration.

VO: MIND YOUR BUSINESS WITH CASH APP

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:15 PRE-ROLL

Open on a girl chatting with a friend, rambling about her Frozen Man experience and her amazing DIY outfits and all her new best friends and her VIP pass and how “changed” she is and…

FESTIVAL FANATIC: OMG FROZEN MAN WAS AMAAAAZING. LIKE, I DIDN’T THINK IT COULD BE BETTER THAN LAST YEAR BUT IT TOTALLY WAS. UGH YOU SHOULD HAVE BEEN THERE. BUT I HAVE A MORE ECLECTIC MUSIC TASTE THAN YOU. THE LINEUP WAS SO GOOD THOUGH. I GOT TO HANG OUT BACKSTAGE AFTER AND EVERYONE IS JUST SO DOWN TO EARTH, YA KNOW? EVERYONE AT FROZEN MAN IS JUST SO GROUNDED. LIKE, I FEEL LIKE A BETTER HUMAN WHEN I GET BACK…

Rambling continues and fades as VO enters.

VO: IT’S NOT POLITE TO FLEX.

Cut to app demonstration.

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:15 PRE-ROLL

Open on an annoyingly hipster man drinking beer at a bar, rambling on (lecturing) to the bartender about his knowledge of beer and the proper glasses with which to drink different types of beer and his facial hair and…

BEER SNOB: THIS IS SERIOUSLY THE ONLY CRAFT BEER YOU HAVE? IF YOU CAN EVEN CALL IT THAT. YOU KNOW, YOU SHOULD REALLY IMPROVE YOUR SELECTION. AND THIS ISN’T THE RIGHT GLASS FOR THIS BEER. I SUPPOSE IT’S STILL DRINKABLE BUT THE TASTE PROFILE CHANGES.
*TAKES A SMALL SIP*
HA, THE FOAM ALWAYS GETS CAUGHT IN MY MUSTACHE. BEEN GROWING IT OUT FOR QUITE SOME TIME. I’M NOT REALLY ME WITHOUT IT…

Rambling continues and fades as VO enters.

VO: IT’S NOT POLITE TO FLEX.

Cut to app demonstration.

VO: MIND YOUR BUSINESS WITH CASH APP

 

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