Futurex
Slap It Together!
An infomercial duo slaps enterprise security together. Literally.
Watch the full campaign · 1:17
The Strategy
Futurex has made encryption since 1981: the hardware and cloud services that lock down payments and private data for banks, governments and big companies. Seven of the world's ten biggest banks use it. But outside its own customers, few people know the name. The thing its customers say most is that they wish they'd found Futurex sooner.
So this campaign had one job: make Futurex the name people remember. We brought three ways in, and Futurex picked "built in, not bolted on." Its rivals sell encryption as a pile of separate products, pieced together. Futurex does it all on one platform.
Our ads show only the problem, never the product fixing it. So what does bolted-on security look like? We pictured a late-night infomercial, a cross between a Ronco ad and a QVC shopping show. "Slap it together" is our "set it and forget it."
Chazz and Kelly host the show, and everything they sell is taped together from something else. In the 30-second main spot, Chazz pulls the Quantum KeyMaster out from under the counter: a PC tower with a '90s corded phone taped to its side. Kelly asks about key storage. Chazz has a CD drive, a strip of duct tape and one big slap.
The 15-second teaser opens as the last segment wraps up, on a vacuum with a baby bottle taped to it. The 15-second follow-up picks up after the main spot, and two short reminders never leave the counter. Every spot closes on the same line: real security isn't slapped together.
The Process
We built the set from scratch in a studio and shot all five spots in one day, in December 2025. It's real-life '90s, not neon '90s: gold curtains, frosted panels, a white counter and the bright, flat light of a shopping channel. Futurex's marketing lead summed up the feel. It's a studio, but this show is the only thing that's ever filmed there.
The KeyMaster is what it looks like: a real PC tower, a real corded phone and a real CD drive, held together with duct tape. The server Chazz adds later is real too. Our first reference picture was a network switch, and Futurex's marketing lead caught it right away. Their buyers would too, and they'd stop watching. So we bought a broken server "for parts" and pulled out its insides, so Chazz could lift it.
Our script had Chazz hit the drive with a hammer. Futurex's marketing lead asked why he needed a hammer at all. The show is called Slap It Together. So why not slap it? That made us think of Phil Swift, slapping Flex Tape onto a leak in his ads. So Chazz copies Phil's big, full-body slap.
The smoke and fire were added in post. The white powder was all practical: flour, standing in for a fire extinguisher's spray.
The studio audience was built in post too, out of sound. You hear them chant, but you never see them.
We wrote the on-screen graphics with Futurex's team after the shoot: the phone number, the payment plan and the fine print. They're Easter eggs for anyone who watches a second time.
We delivered a 30-second main spot, two 15s and two short reminders, in widescreen, square and vertical. They send viewers to BuiltInNotBoltedOn.com. Futurex ran its own media, starting in January 2026.
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