Will.i.am partners Three to launch new smart watch

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.


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