San Diego -
has prepared a trio of Super Bowl ads to increase awareness of the mobile TV category and the FLO TV brand.
One spot features a remix of The Who's "My Generation" by Black Eyed Peas frontman will.i.am. The others feature appearances by CBS Sports and Super Bowl personalities Jim Nantz and James Brown.
The subscription-based FLO TV service delivers live mobile TV to mobile phones, the handheld FLO TV Personal Television, and the FLO TV Auto Entertainment in-vehicle TV system. "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 marketing VP Jayne Hancock.
The "My Generation" spot, dubbed "Moments," is set to The Who's "My Generation," but will.i.am "puts a new twist to the lyrics" to underscore the ways in which different generations are affected by technology and how people consume content on the go, the company said.
A second 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.
Just before kickoff, FLO TV will debut a 30-second ad featuring CBS Sports studio host James Brown and Nantz. In the spot, dubbed "Driven Crazy," Brown brings peace to a family on a long trip by introducing them to FLO TV's Auto Entertainment service.