The Drum Awards Festival - Extended Deadline

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By Taruka Srivastava, Freelance journalist

October 5, 2022 | 2 min read

The two American sports stars demonstrate a modern way to pay.

Serena Williams and Odell Beckham Jr have fronted Cash App's first integrated brand campaign to show how consumers can utilize its instant payment feature: the $Cashtag.

The spot, developed in partnership with creative agency R/GA, shows Williams coming home from a night out while opening up Cash App on her cell phone to pay the babysitter. The ad closes with the tennis great checking on her daughter before settling in for the evening, with the words ‘that’s money’ displayed on the screen.

Similarly, in another spot, Odell Beckham Jr pays his tattoo artist for a touched up within moments using the tool.


Nick Ace - Head of Brand Design

Blazo Calovic - Executive Creative Director

Andrei Chahine - Creative Director

Heather Brodie - Principal Copywriter

Erica Bech - Art Director

Catherine Ferdon - Head of Marketing and Brand

Alex Bentley - Business Lead

Zack Ashley - Global Head of Brand Partnerships

Aaron Goldwyn - Sports Partnerships

Liang Shi - Head of Social Marketing

Dyan Khor - Head of Growth Marketing

Anthony Koh-Bell - Senior Growth Marketing Manager

Ricky Vega - Head of Production

Matt Van Dzura - Creative Producer

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