Mobile network Three has teamed up with pop star will.i.am in a new television advert to promote its latest wearable technology – the dial.
The dial is exclusive to Three and has been developed by i.am+ – a fashion and technology brand from the musician and entrepreneur.
Its many features are intended to make communicating with friends, family and loved ones a smoother experience.
Using the voice-based AneedA platform, the dial is an intelligent wearable that offers all the information, speed and convenience of use people have come to expect from listening to music on a smartphone.
It offers to more than 20 million tracks at no additional cost to Three mobile broadband subscribers. The in-built app can be used to listen to and download music, as well as creating playlists.
The dial also comes with its own Sim card, making it possible to call and text from the device without pairing it to a smartphone.
A new television advert has been created to mark the launch of the device, which sees will.i.am as a cowboy galloping through a dark, futuristic cityscape, along with Three's loveable purple mascot Jackson.
The two amigos ride through this urban environment by night, accompanied by the sounds of will.i.am's latest track Superdope.
This comes in the wake of a raft of similar popular campaigns for Three, including 2014's SingItKitty and 2015's MakeItRight – in which Jackson also starred.
Director of brand and communications at Three Lianne Norry said she could not refuse the chance to work with will.i.am when he approached her company.
“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,” she commented.
“The launch of dial represents a new era and we couldn't be more excited to share the new advert that celebrates our partnership.”