• by Danielle Oster , March 22, 2025

Cash App tapped actor, comedian, director, and screenwriter Ramy Youssef (“Mo,” “The Bear,” “Ramy”) to direct a series of fours ads for its latest campaign, “Cash In.”

The national, multichannel “Cash In” campaign highlights how Cash App’s suite of banking features without any hidden fees allows customers to make their money go further.

“‘Cash In’ is our largest marketing effort to-date that drives home how anyone can get more out of their money when they bank and spend via Cash App," Cash App CMO Catherine Ferdon said in a statement. “Through rich and relatable storytelling, this campaign encourages people to aim higher and plan their financial futures with confidence, knowing that Cash App offers products to support them at every stage.”

The campaign initially kicked off last month, when the brand launched the beginning of its largest-ever OOH campaign, running across key U.S. markets including Atlanta, Houston, Miami, and New York. Last month, Cash App also launched a campaign for its “Tortoise Card,” starring celebrity country musician Shaboozey.

This week, the brand introduced the first two of four ads directed by actor, comedian, director, and screenwriter Ramy Youssef (‘Mo,’ ‘Ramy,’ ‘The Bear’). “Tips” focuses on Cash App’s automatic paycheck distribution feature. It depicts a man tuning out some bad investment advice, ignoring an opportunity to invest in a meme coin, as he responds “My paycheck invests itself,” due to the feature. “Wingin’ It” focuses on the brand’s promise of $200 in free overdraft protection, showcasing its benefits when a woman uses her “Tortoise Card” for a surprise “rush delivery” fee.

The campaign was developed in partnership with creative agency Anomaly, and will air across platforms including television, radio, cinema, social media, and streaming channels throughout 2025.

“I love getting to make commercial work that feels like a real slice of life—a little window into actual moments with actual people,” Youssef said in a statement, noting that he worked to find “those moments, the humor, the humanity, the details and depth, and bringing them to life.”

A further pair of ads will debut later this spring, and focus on Cash App’s recently launched Afterpay suite of features that lets customers pay over time retroactively. According to Cash App, the focus on the feature is a timely one, as more than half of Gen Z consumers say they could better manage their finances with services allowing them to pay over time, compared to traditional credit, citing a survey conducted by Morning Consult on behalf of the brand. Gen Z is a prime demographic for the brand, which estimated that 21% of all 18-21 year olds in the U.S. used a Cash App card in 2024.“

"Cash In" arrives amid a recent class action lawsuit filed against Cash App parent company Block Inc. that claims shareholders were adversely affected by alleged securities fraud between Feb. 26, 2020 and April 30,2024. The complaint alleges Block effectively created “a haven for widespread illegal and illicit activities on its Square and Cash App platforms by imposing minimal obligations on customers seeking to open accounts, transact, and deposit or withdraw funds; encouraging the use of bitcoin;” and by “pressuring” banking partners to forgo routine due diligence activities on its customers.