FLO TV has turned to a traditional TV institution to promote its nascent mobile TV service -- the Super Bowl ad. A unit of Qualcomm, FLO TV will run a trio of spots it hopes will jumpstart the audience for its pay mobile TV offering and mobile TV overall.
Magner Sanborn and Agency 3.0 are the agencies behind the FLO TV ads.
One ad will feature a remix version of The Who's "My Generation,' by Black Eyed Peas frontman will.i.am in which the lyrics highlight how today's consumers demand content on the go. The song will be available after the commercial ads on iTunes and proceeds will benefit Haiti disaster relief.
The other two ads enlist CBS Sports announcers Jim Nantz and James Brown. The one featuring Nantz shows a guy unable to watch the game because he's stuck on a shopping trip with his girlfriend, underscoring the value of FLO TV's Personal Television gadget.
In the other, running before the game, Brown brings peace to a family on a long trip by introducing them to FLO TV. The company is also running a promotional microsite in connection with the campaign. --Mark Walsh