VanEck Previews Ethereum Futures ETF with Quirky TV Ads Amid Anticipation of Early Launch;
Investment manager VanEck is revving up its marketing campaign for its forthcoming Ethereum futures exchange-traded fund (ETF), with analysts suggesting it could hit the market as soon as October 2.
VanEck unveiled two TV commercials under the theme “Enter the Ether” on September 28, teasing the imminent launch of its Ethereum Strategy ETF, tagged with the ticker EFUT. The commercials were released concurrently with a press statement from VanEck, announcing that EFUT would be listed on the Chicago Board Options Exchange and managed by Greg Krezner, VanEck’s Head of Active Trading.
Eric Balchunas and James Seyffart, Bloomberg ETF analysts, speculate that the TV ads indicate Ethereum futures ETFs might launch sooner than expected. Seyffart believes that VanEck’s new ETF could debut as early as Monday despite a document from September 29 stating that it would only take effect for a maximum of 60 days. Seyffart stated, “Our understanding is that the SEC is accelerating approvals for these things.”
The first “Enter the Ether” ad is a short and quirky 15-second video featuring five actors with deadpan expressions and peculiar alien-like music in the background. An actor announces, “Ethereum. Now in an ETF form. Coming soon,” while another quips, “Oh, and HODL or Fork Off.” The ad ends with the “Enter the Ether” message.
The second ad is a more straightforward 30-second spot, suggesting that a “shift” is on the horizon and that Ethereum’s gravitational pull “will draw everyone in.”
Balchunas predicts that ETF issuers will ramp up marketing efforts as ETFs receive approvals, especially when spot Bitcoin ETFs receive the green light. He anticipates a marketing war, saying, “It will be like we’ve never seen since they all do the same thing and launch on the same day. Unprecedented.”
In the meantime, financial services firm Valkyrie has informed Cointelegraph that it will soon offer exposure to Ether through its existing Bitcoin Strategy ETF, becoming one of the first firms to do so amid several pending applications with the U.S. Securities and Exchange Commission.
James Seyffart had suggested in a previous post that it was “looking like the SEC is gonna let a bunch of Ethereum futures ETFs go next week potentially,” driven by a potential U.S. government shutdown. There are currently 15 Ether futures ETFs from nine issuers vying to launch.