Boost Mobile is making
its first foray into the Super Bowl with an updated version of the Super Bowl Shuffle, sung by a reunited 1985 Chicago Bears football team (a/k/a "the Shufflin' Crew").
"Any football
enthusiast fondly remembers the original Super Bowl shuffle," Caralene Robinson, Boost's director of marketing, tells Marketing Daily. "It was iconic, and funny; it was a classic. We thought
it would be a great way to boost awareness for Boost since we're a new Super Bowl advertiser."
The ad, created by Boost Mobile agency 180 in Los Angeles, brings back many of the team's
personalities -- Jim McMahon, Mike Singletary, Richard Dent, Willie Gault, Otis Wilson, Steve Fuller and Maury Buford -- singing an updated version of their novelty hit.
The ad will run in a
30-second version during the game, recreating the song's music video, down to the look and editing techniques of the original video. The spot will poke fun at the time that has passed since the team
dominated the NFL.
The spirit of the ad will be similar to the company's ongoing "Unwronged" advertising, which posits odd or uncomfortable situations (Danica Patrick's burly pit crew in
bikinis, for instance) and compares them with the "wrongs" of other wireless carriers' pricing plans.
"It's such an awesome piece of pop culture," William Gelner, executive creative director
at 180 Los Angeles, says. "And it seemed a perfect opportunity to bring that crew together. All the bad rapping and thrusting and questionable cowbell playing. All those special gems are back."
To promote its presence on the Feb. 7 Super Bowl, Boost will launch a microsite, www.boostmobile.com/shuffle, where viewers can see behind-the-scenes video from the shoot. The company will
also launch three 15-second teaser ads to run on ESPN, TBS, Comedy Central and MTV. The site will also feature a three-minute version of the spot, which will showcase more of the players and lyrics
than the 30-second spot, Robinson says.
Following the Super Bowl, Boost (as well as Virgin Mobile, which Boost purchased last year) customers will be able to download a ringtone of the "Boost
Mobile Shuffle" for $1, with proceeds to be donated to charity.
The commercial is Boost Mobile's first ad on the Super Bowl. Boost is owned by Sprint, which is a partner with the NFL and may
have its own presence during the game. "We had a really fantastic year in 2009," Robinson says. "And we wanted to continue the momentum and continue it with consumers. We're taking an aggressive
stance against our competitors. We need to stay one step ahead."