Hyundai Digital Asset Company (Hdac) paid to air a television commercial for its blockchain solution-based services during this year’s World Cup in Russia. And while it was only a little over half a minute, it’s something of a first. The crypto community generally wow’d at the ecosystem’s arrival, its maturity, in having the idea put in front of tens of millions of people (maybe even billions). However, is this really an advancement, or is it just another cynical corporate ploy to exploit a little understood technology?
Millions are Exposed to Blockchain Technology During World Cup
With a good old fashioned blow out in evidence on the pitch, 2018 World Cup fans watching on television around the world were confronted with perhaps something slightly more interesting, the word ‘blockchain’. Zug, Switzerland’s Hyundai Digital Asset Company paid to air a 35-second spot highlighting its products through their use of technology underpinning cryptocurrencies such as Bitcoin.
“Hdac Technology is building the future with the blockchain solution,” the spot immediately highlights at the screen’s bottom. The scene opens to a modern family, maybe one in the not too distant future. They’ve holographic imagery in service to basic needs; even a little girl can use them with confidence. The family leaves, and rather suddenly home appliances begin communicating, calculating, working for their masters while they’re away. “Hdac Technology platform is smart and secure, thanks to the blockchain solution,” the ad concludes.
In corporate speak, this genre is known as the Internet of Things (IoT). The appliances are demonstrating how “an interconnected smart household will operate,” according to its press release. The coming world is interconnected digitally, and somehow blockchain is relevant. English-speaking viewers of ITV and Eurosport are the primary targets of the vignette, and Hdac promises to have replays of it during the length of this year’s tournament.