Will.i.am has partnered with Three and its puppet brand mascot, Jackson, to promote the musician’s new Dial smart watch in the UK.

The voice-activated watch by Will.i.am’s fashion and tech firm, i.am+, will be available at Three UK from Friday and hopes to steal a march on the Apple Watch on other wearable by not needing to be tethered to a smartphone.

Created by Wieden & Kennedy London, Three’s agency of record, a new 60-second TV ad is being launched on Friday and features Will.i.am’s new song, ‘Superdope’.

Dressed as cowboys, Will.i.am and Jackson ride horses through a dark, futuristic city and create a space portal and float up towards the sky – with the help of the Dial.

The spot was directed by Daniel Wolfe of Somesuch, who previously directed #MakeItRight spot launched for Three last year. Larry Seftel and David Day created the ad at Wieden & Kennedy.

Lianne Norry, the director of brand and communications at Three, said: “When Will.i.am came to us with this opportunity, we knew we couldn’t walk away from it as we are on a mission to make mobile better for our customers.

“With i.am+, we’ve found something of a kindred spirit: another challenger brand that genuinely shares our ambition to push the envelope and make things right in the mobile world,” he said.