Matt Damon is the Face of

Actor Matt Damon will be the face of as the cryptocurrency platform seeks to lure new users to its service and bring the industry into the mainstream.

This marks the first global marketing push for, which has grown its user base about tenfold since last year amid rising interest in cryptocurrencies like Bitcoin. It will spend more than $100 million on the campaign, as ads starring Damon and directed by cinematographer Wally Pfister are to air in more than 20 countries.

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