Male Media Opps: Acorns features squirrel-ized Christopher Walken in newest campaign

This is nuts, y'all - Saving and investing app Acorns recently debuted its new mascot with a campaign starring Christopher Walken as a squirrel. "Squirrels Know Wealth" leans into the squirrelish aspects of savings, showing how important it can be for people's financial security. It rolled out across advertising platforms, national broadcast networks, OTT and social media. 

Per iSpot, Acorns has spent approximately $664.5k on national TV commercials YTD, more than triple the approximately $182.6k spent within the same 2021 timeframe. The company ended up spending approximately $760.3k on this channel last year, a significant drop from the approximately $3m it spent in 2020. Acorns's 2022 commercials have aired during programs such as Dateline, Kundali Bhagya, Bhabi Ji Ghar Par Hain, Buried in the Backyard and Kumkum Bhagya.

According to Pathmatics, the company has allocated roughly $3.4m toward digital ads YTD, up 62% from the roughly $2.1m it had allocated by this point last year. In 2021, Acorns's estimated full-year spend increased 64% to $9.7m from that of the $5.9m in 2020. So far this year, the company has earned ~376.9m digital impressions via Instagram (54%), Facebook (33%) and desktop video (13%) ads. Most of this year's desktop video ads have been placed site direct onto destinations such as (54%),,, and

Acorns has a wide target demographic ranging from Gen-Z to Gen-X, though there is definitely a male skew. Spend shows no sign of slowing down anytime soon, so sellers should contact soon to offer high-ROI strategies among male audiences.

Agency & martech readers - Acorns doesn't currently show glaring signs that it'll conduct agency reviews anytime soon, but you may have a shot at project-based work.