— FLO TV Incorporated, the company that pioneered the live mobile TV category, a wholly owned subsidiary of Qualcomm Incorporated (NASDAQ: QCOM), today announced it will launch a Super Bowl ad campaign with three separate spots, featuring a remix of The Who’s classic “My Generation” by international recording artist and Black Eyed Peas frontman will.I.am, as well as appearances by Emmy® Award-winning CBS Sports and Super Bowl personalities Jim Nantz and James Brown.
The campaign is designed to increase awareness for the mobile TV category and for the FLO TV™ brand, which brings live mobile TV to mobile phones, dedicated devices, like the FLO TV Personal Television, and in vehicles through the FLO TV Auto Entertainment service.
For the three spots:
• FLO TV brought the iconic rock band The Who and the acclaimed superstar will.I.am together for a memorable piece dubbed “Moments,” which is a compilation of historical events and shared experiences that have united generations of television viewers. Set to “My Generation,” will.I.am’s puts a fresh twist on the lyrics, underscoring the ways in which different generations are affected by technology and how viewers today consume content on the go.
• Also scheduled to air during the Super Bowl, a second FLO TV spot, dubbed “Injury Report,” features CBS Sports Commentator Jim Nantz, who plays himself and offers a humorous play-by-play of a couple on a shopping spree. During the spot, Nantz will deliver a highly memorable and amusing tagline that’s sure to enter pop-culture lexicon.
• And just prior to kick-off, FLO TV will debut a 30-second ad featuring CBS Sports studio host James Brown, as well as Nantz. In that spot, dubbed “Driven Crazy,” Brown brings peace to a family on a long trip by introducing them to the FLO TV Auto Entertainment service.
“will.I.am and The Who are legends whose socially conscious and progressive work appeals to multiple generations, just like FLO TV,” said Bill Stone, president of FLO TV Incorporated.
“All three spots introduce viewers to mobile TV and our FLO TV Personal Television, which are some of the many ways in which FLO TV lets people take live TV with them wherever they go,” said Jayne Hancock, vice president of marketing for FLO TV. “A devotee of technology, will.I.am has consistently embraced new concepts that push the envelope both musically and visually, while Nantz and Brown are synonymous with all sports. We’re thrilled to be working with all three to help raise awareness for the emerging mobile TV category and our brand.”
Magner Sanborn and Agency 3.0 – the agencies behind each of the three ad executions – have a history of working together, and have collaborated on a variety of branded marketing and content projects.
Service not available everywhere. Programming subject to change / blackout restrictions. Service subscription required. “Live mobile television” means the FLO TV service transmits channels in real time; no downloading, sideloading or buffering.
About FLO TV
The FLO TV service combines the best content, an intuitive user interface and a superior multicast network to deliver a true quality TV viewing experience for consumers. FLO TV offers full–length simulcast and time–shifted programming from the world’s best entertainment brands, including ABC, ABC Entertainment, ABC Family, ABC News, ABC Sports, Adult Swim Mobile, CBS, CBS College Sports, CBS News, CNBC, COMEDY CENTRAL, Disney Channel, Disney Channel Original Movies, ESPN, ESPNEWS, ESPN 2, FOX, FOX News Channel, FOX Sports, FUEL TV, msnbc, MTV, NBC 2Go, NBC News, NBC Sports, nickelodeon, Playhouse Disney and SOAPNet. Based in San Diego, Calif., FLO TV Incorporated is a wholly owned subsidiary of Qualcomm Incorporated. Further information is available at www.flotv.com