Startup Frames Vizio's Olympic Moment

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LOS ANGELES Newly formed ONE/x here is diving into the Olympics opening ceremony tonight with a commercial for high-definition television maker Vizio.

Called “Splash,” the 30-second spot shows an athlete executing a spectacular slow-motion dive as a voiceover explains that the Vizio 1080 P display’s 120-Hertz smooth-motion video feature yields impressive picture quality.

Jason Wulfsohn, ONE/x cd and also the spot’s director, said the effort emphasizes the brand’s superior technology — a change of strategy from past ads that focused on price.

Wulfsohn, media director Ben Tiernan and account head Duffy Humbert founded ONE/x (meant to suggest “inversion”) earlier this year.

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