Last year, King Tut appeared in a 60-second commercial and a barrage of shorts touting the value of gold as an investment – because after all, he is so big gold he was buried in it.
The campaign, Because Gold, was created by US indie, Fire Kite, for precious metals investment app, Vaulted, from McAlvany Financial Group. Crypto and online investing had piqued a younger generation’s interest in investing – it was gold’s opportunity to be part of the surge. And improve actor and comedian, Chris Guerra, with his six-figure throng of Tik Tok followers for re-enacting people’s real Facebook Marketplace nightmares, was chosen to lead that push as an OTT King Tut.
The campaign, Because Gold, defied the conservative manner of financial advertising, stepping boldly into pop culture with a mixture of wild visuals and sensible reasoning, delivered with humour.
The 2025 campaign, Free Gold Never Happens, lacks the some of the sharpness of the original but exceeds it in creativity, continuing to impress with the cultural relevance of gold and promote its value as a smart investment for younger, tech-savvy audience.
The attention to detail in the campaigns is striking. Watch Guerra become King Tut:
Credits:
Creative Agency: Fire Kite
Founder & Executive Creative Director: Alex Goulart
Creative Director: Zach Fugate
Head pf Strategy: Tim Anderson
Head of Production: Judy Kreiter
Project Manager: Lori Shoukry
Media Director: Kelly Phipps
Marketing Manager: Taylor McFerran
Junior: Ellie Haynes
Production Company: Cumberland Creative
Founder: Michael Beach
Founder & Account Manager: Kyle Bush
Director: Connor Carroll
Director of Photography: Mike White
Producers: Adam Sadler & Reni Coulson
Coordinator: Teresa Price
Post Production & VFX: Cumberland Creative
Editors: Erik Sharpnack, Michael Beach, John Beach & Parker Burnham
Colourist: Mike White
VFX Artists: Garet Maddox & Patrick Whitehorn-Schmidt
