(3 February 2010 7:45 pm)

MUMBAI: Flo TV, which works in the live mobile TV category in the US and which is a wholly owned subsidiary of Qualcomm, will launch a Super Bowl ad campaign with three separate spots, featuring a remix of The Who’s classic My Generation by Black Eyed Peas frontman will.I.am.

The ads will also feature appearances by 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 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, Driven Crazy, Brown brings peace to a family on a long trip by introducing them to the Flo TV Auto Entertainment service.

Flo TV president Bill Stone says, “will.I.am and The Who are legends whose socially conscious and progressive work appeals to multiple generations, just like Flo TV”.

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.