Cash App and pgLang’s project3 Release New Video Starring Doechii to Promote Financial Literacy

October 17, 2024

Today, Cash App launched the latest iteration of its financial literacy brand campaign “That’s Money” in collaboration with project3, pgLang’s in-house creative agency. The Barbershop, featuring rapper and singer Doechii and comedian ExavierTV, highlights the power of strategic self-investment and sharing financial lessons learned along the way with others. The spot was directed by renowned filmmaker Calmatic.

“I’m at a place now where I’m starting to make a budget and set financial goals for my future,” said Doechii. “I think it’s so important to be honest with each other when we talk about money, which is why I’m excited to be part of this campaign and share what’s been working for me.”

When asked about The Barbershop, Calmatic said, "What I loved most about this project was the opportunity to essentially describe to the audience what ‘interest’ is in one of the most raw and straightforward ways I’ve ever seen in financial advertising. Interest is one of those words that you hear over and over but don’t really know exactly what it is.  I wish I could’ve seen something like this when I was growing up. Thank you project3 and Cash App for trusting me.”

First introduced in 2022, “That’s Money” was created to promote financial education and empowerment while also highlighting the many ways Cash App can make money management more seamless. A previous spot from the campaign, The Balcony featuring 17-time Grammy Award winner Kendrick Lamar and entrepreneur Ray Dalio, was originally created and produced by pgLang and won two Bronze Lions at the 2023 Cannes Lions International Festival of Creativity. ExavierTV also appeared in The Balcony; in The Barbershop, he picks up where the story left off in The Balcony and shares the financial wisdom he’s gained in opening his own barbershop. 

“project3, the agency developed by pgLang, collaborated with Cash App to continue the storytelling that began in 2022 with ‘The Balcony'. Appreciation to Calmatic for reapproaching this story with young entrepreneurs growing their businesses in an authentic tone.” - pgLang

“We wanted to show how financial wisdom can spread within communities through real, everyday conversations,” Catherine Ferdon, Cash App Chief Marketing Officer added. “With ‘That’s Money’, we’re continuing to combine culture with financial literacy in a way that’s unique to our brand and makes people think about money differently.” 

Starting today, The Barbershop will appear in a variety of different formats including digital video, Out Of Home, and Cinema in addition to Cash App’s social channels. Another iteration of “That’s Money” is set to launch later this year. 

About Cash App

Cash App is the money app. It’s the easy way to spend, send, and store money. Sending and receiving money is fast, and most payments can be deposited directly to an external bank account in just a few seconds. With Cash App, customers can also buy and sell Bitcoin instantly, get a paycheck deposited right to the app, create a unique $cashtag to share with anyone to get paid fast, and use the Cash App Card to spend the money everywhere Visa is accepted. Download Cash App for free at cash.app/download.

Cash App is a financial platform, not a bank. Banking services provided by Cash App’s bank partner(s). Prepaid debit cards issued by Sutton Bank, Member FDIC. Visa is a registered trademark of Visa International Service Association.