The blockchain company, Figure Technologies, targeting the loans sector, has created an ad campaign to educate people about the benefits of blockchain.

The company started the Provenance blockchain to tokenize loans and other digital assets and facilitate securitization. To date, more than $1 billion of assets have been traded on Provenance. At the same time, it launched a customer-facing site and originally provided home equity lines of credit (HELOC). It has since enlarged its contributions to mortgage refinancing and student loans.

Figure’s ad campaign highlights a puppet that looks a little like a caterpillar but with blocks as segments. The campaign encourages blockchain’s advantages and dismisses concerns by distancing it from Bitcoin. But occasionally, it veers into jargon, describing a node and “truth state.” At the end of the day, all people consider is they can get the loan quicker. It also reveals that blockchain’s capabilities can save consumers money.

“Rather than ignore the challenge of educating consumers about blockchain technology, we chose to embrace it,” stated Brad Simmons, CMO of Figure.

“We saw an opportunity to own the demystification of blockchain by creating a relatable and helpful character named Blockchain who will work to bridge the knowledge gap and break down the benefits of blockchain technology in easily digestible terms.”

The well-funded startup – a unicorn that raised more than $200 million in equity approved Undnyable to develop 30 second TV spots and a more extensive form Digital Film.

“Very few folks understand what blockchain’s capabilities are, which became an important opportunity for us,” said Justin Hooper, co-founder and Chief Creative Officer of Undnyable.

In other news, Figure has registered a libel lawsuit against an asset-backed securities newsletter. It alleges the publisher of Asset-Backed Alert made incorrect statements.

The Figure has two active securitizations that are about to be valued, including one this month. It positions these securitizations as “bellwether transactions for the blockchain.” A statement stated that the Figure proposes to “commit whatever resources are required to see this suit through to completion.”