Block, Inc. (NYSE: XYZ) launched its first major Bitcoin consumer advertising campaign, called Bitcoin Does, on October 1, 2026, targeting roughly 60 million Americans it describes as Bitcoin-curious. The campaign presents Bitcoin as a medium of exchange and connects its everyday-use potential with Block products including Cash App, Square and Bitkey. Ads use the slogan "Some things don’t make sense. Bitcoin does" and feature Americans discussing high living costs, government bailouts for Wall Street banks and other frustrations. The rollout spans YouTube, X, Meta, Instagram and television through Fox Sports until December 31, with additional screenings at selected showings of Avengers: Doomsday and Dune 3. Block says the initiative illustrates what a Bitcoin-centric financial system could look like for consumers, merchants and self-custody users. The effort follows the company’s November 2025 Bitcoin is Everyday Money policy campaign, which advocated a de minimis tax exemption for small Bitcoin transactions. Block’s ecosystem includes Cash App for buying, selling, sending and receiving Bitcoin, Square merchant acceptance through point-of-sale terminals and the Lightning Network, and Bitkey self-custody wallets. Cash App offers 5% Bitcoin rewards and automatic Bitcoin conversion options, while Square’s Bitcoin payment services began rolling out to millions of sellers on November 10, 2025. Block also developed a Bitcoin mining rig with swappable parts and reportedly held 8,883 BTC in its corporate treasury as of early 2026. The de minimis tax issue remains unresolved, with Cash App activity, Square adoption and policy developments in Washington key areas to watch.