You have probably heard about the newest digital asset designed to work as a medium of exchange, cryptocurrencies. And if you’ve explored the topic at least a little bit—be it out of curiosity or as a potential investment—you must have come across a weirdly looking acronym: ‘HODL’. First, just like everyone else, you probably thought that this must be a misspelling. And you are not wrong, because originally it was. This urge to not sell your digital gold, has made its way to the dictionary of millions of traders and now even represents a long-term trading strategy and philosophy for crypto investors. Rather amusingly, HODL has spawned a life of its own. Through memes, the term has made its way to users who just want to keep their prized possessions and believe that the use of cryptocurrencies will spread like wildfire.

Oh, you’re not familiar with wildfire either? Surely, you’ve heard of Game of Thrones, right? So, now what happens when you combine digital currencies and the successful TV show that still suggests that the ‘winter is coming’ – even when promoting the latest Johnnie White Walker whiskey? Now, eToro, a multi-asset brokerage company with a popular digital trading platform of the same name, has the answer. Or rather a funny commercial balancing on the ‘meme’ edge.

eToro’s latest advert features Kristian Nairn, also known as Hodor on Game of Thrones. The tall protagonist has become widely known for his role even though he used only a single word in all 6 seasons of the show and his exclamation has become an actual catchphrase – Hodor. Spoiler alert! The video below explains how Hodor came to be using only a single word during his whole adult life.

But let’s get back to HODLing! Yes, you are probably seeing the connection already. We should probably tell you that HODL stands for “hold on for dear life.” This means that even when an investor is in the deep red with their crypto assets, they should not buckle under pressure and sell. If you still not sure about its meaning, just listen to Nairn explain what HODL actually means.

Now, we should be all set and ready for eToro’s clever campaign titled “Not Investment Advice”. The short ad, cleverly put together by Israel-based agency BBR Saatchi & Saatchi, opens up with Kristian Nairn sitting in his agent’s office while reading a book titled “How to Break Out of Your Old Character”. The eager agent then proceeds to propose Nairm various roles in adverts where he would show off his acting skills.

However, all ads are somehow related to Nairn’s performance in Game of Thrones and involve him carrying various products on his back and supposedly saying the word ‘Hodor’. This is also an acronym which is derived from the phrase “Hold the Door”. Why the products on his back? The fact that Nairn is asked to carry a product on his back is yet another reference to the series, where Hodor carries Bran Stark on his back. Just see how the actor fits the surprising role and listen to Nairn’s Not Investment Advice below!

We can already tell, that eToro’s latest cryptocurrency investment ad is doing great on Twitter, as it accumulated over 1,7 million views. It’s clear where all the crypto-enthusiasts hang out.

Credits:

Agency: BBR Saatchi & Saatchi
Chairman & C.E.O: Yossi Lubaton
C.E.O: Ben Muskal
CCO: Idan Regev
COO: Dorit Gvili
Creative Director: Naor Itzhak
Copywriter: Omri Tzidon
Art Director: Shani Sofer & Anahi Raveh
Digital Producer: Tali Sasson
VP Client Services: Noa Sharf
Account Supervisor: Shirley Konka
Account Executive: Nitzan Cohen Fingerov
Account Executive: Mor Lewit
VP Strategic Planning: Yossi (Joe) Baruch
Strategic Planning Supervisor: Lora Goichman
Media Planner: Ronit Shekel
Planning Information Specialist: Eva Hasson
Director: Rani Carmeli
Producer: Ariel Pridan

Client: eToro
eToro Founder & CEO: Yoni Assia
Marketing Operations Director: Avital Sobol
Copywriter: Shlomi Dubish
Art Director: Mor Barkai