FusionOne: Timing Is Everything

Black Rocket Explores the Everyday Hazards of Being Out of Sync
SAN FRANCISCO–FusionOne, a new service that simultaneously updates electronic devices with information, recently launched its first campaign, aimed at young mobile professionals.
The print and TV ads, via Black Rocket of San Francisco, point to the San Jose, Calif., client’s strengths, showing the bad things that can happen when events aren’t properly timed.
“We had some pretty specific objectives, but we realized you can’t do everything in 30 seconds,” said Don Albert, vice president of marketing and sales for FusionOne, whose service allows users to update information simultaneously on their computers, cell phones and handheld devices. “What we really wanted was to get noticed among a jaded audience, and the humor was a way of cutting through the clutter.”
In the first TV spot, a man is shown taking a seat at the counter of a greasy spoon. A server comes over, starts pouring coffee on the counter and then sets down a cup. A cook then walks over and dumps food on the counter as the man looks on.
The spot ends with the tagline “Sync is everything.”
In another spot, a man is shown seated on a park bench. A group of paramedics quickly rushes over and starts treating him although he isn’t injured. Seconds after he waves them off, a crazed orangutan emerges from the bushes brandishing a weed wacker.
Two more spots play on similar themes, and FusionOne officials said the strategy will continue in future ads.
The TV commercials are due to air through the year’s end in the New York, San Francisco and Chicago markets.
Separately, Black Rocket announced it has been chosen to launch CondE Nast’s new shopping magazine, Lucky. Agency officials said the shop was selected after a formal review. Inaugural advertising for the title is scheduled to appear later this year.
FusionOne awarded its estimated $25 million account to Black Rocket in March, following a review.