Cash App’s “Weird for Real” campaign takes a new approach to protecting users from scams, employing humor to highlight practical tools to keep money safe.
Developed with Mischief @ No Fixed Address, the campaign centers on quirky yet relatable depictions of scams—from suspicious puppy offers to a doppelganger attempting identity theft—drawing attention to the product features designed to combat them.
The campaign expands its reach across social media, linear TV, and streaming platforms.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the campaign.
The Details:
- While each of the newest Cash App spots were Attention-getting and to some (but varying) degrees, Informative and Relevant, “2-Factor Authentication” and “Card Transaction Alerts” were the best received by American viewers:
- Across the campaign, the message stood out to viewers as the Single Best Thing of each ad at rates above category norm, as did the characters.
- However, “2-Factor Authentication” and “Payment Alerts” sparked the strongest consumer intent, with viewer commentary on “Payment Alerts” reflecting the fact that scams and the overall ‘creepy’ vibe of the ad was disturbing to some, but the feature was still appreciated:
- The humor came across more positively in “2-Factor Authentication” but “Payment Alerts” demonstrated how easily one can be scammed and the importance of the brand’s alerts.
Sample comments on “Payment Alerts” :30
“I really liked this ad! It immediately got my attention and curiosity as to who the creepy lady was and why she was there. The overall message was a perfect example of if it seems off, it probably is. I did not know that Cash App detected scams like this, so this was very informative because I use Cash App quite often! The characters were age relevant as well.”
Female 36-49
“It instantly made me curious. The music and the actors were excellent. I immediately had the sense the woman with puppies couldn’t be trusted. All leading to a product I want and need that, without this commercial, I wouldn’t even pay attention to.”
Male 50+
“I am not an animal fan and while the commercial was creepy and the main dog lady was creepy I enjoyed the commercial! Great way to get the point across for Cash App and a fun and interesting commercial.”
Female 36-49
“Little creepy but got my attention and who can say no to puppies. But also goes to show how easy it is to be scammed.”
Female 21-35
“This is a VERY interesting ad. I don’t think I’ve ever seen one like this before. I usually don’t like not knowing quickly what the ad is for, but I don’t mind here due to the suspense of the scene and how it needs to play out first. The characters are intense and the twist at the end is cool.”
Male 21-35
“I am a user of Cash App so I like knowing what features are available for the app. Although I found this ad very creepy at times, it did get its message across.”
Female 36-49
“I just downloaded Cash App recently and I have also been scammed in the past when making person to person payments on other platforms. I would appreciate an alert like this. I also like the dark humor used in this ad. I thought it was funny without being offensive.”
Female 21-35
“It was a little off putting at first, but that is the point. There are scammers everywhere and this product will help to guard against them.”
Female 36-49
- “Payment Alerts,” however, did not see brand recall (unaided) as developed as the other ads in the campaign with a larger proportion of viewers indicating the branding went by too quickly or simply could not be recalled:
- This was the only ad in the group that did not feature audio, or early branding—a key note for forward creative by Cash App.
- Second-by-second trace reflects the stronger early engagement captured by the two top performers (aiding message delivery and therefore intent), suggesting media schedules favor “2-Factor” and “Payment Alerts” going forward:
- Viewer verbatims did not mention specific threats (such as identity theft and scams) in the other two creatives to the same degree, likely a factor in the lesser impact seen.
- Based on professed purchase/visit intent, Cash App could shift “Card Lock” support to the higher performing ads.
- Viewer verbatims did not mention specific threats (such as identity theft and scams) in the other two creatives to the same degree, likely a factor in the lesser impact seen.
- “2-Factor” was most resonant among viewers who have received and/or sent payments within the U.S. over the past year, while “Payment Alerts” resonated very well with those sending payments outside the U.S.:
- The best received :30 in the mobile payments category over the 90 days ending 12/4/24 was PayPal’s “Pay Everywhere” featuring Will Ferrell:
- However, this competitive spot did not achieve higher consumer consideration than Cash App’s “2-Factor Authentication.”
Advertisers need to identify the creative that will drive business outcomes and ensure that in-market execution aligns against the highest potential ads.
Schedule a demo to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve—and outperform—campaign objectives.
Creative Agency: Mischief @ No Fixed Address