Boost Mobile, part of the Sprint Prepaid Group, will air a 30-second spot during the first quarter of Super Bowl XLIV. Boost’s first-ever ad to run during the big game, titled ‘The Boost Mobile Shuffle’ will feature a parody of the iconic 1985 music video crew and reunite the original shufflers: Jim McMahon, Mike Singletary, Richard Dent, Willie Gault, Otis Wilson, Steve Fuller and Maury Buford.
The centerpiece of the ad is an off-beat re-creation of the 1985 music video using most of the players, the editing techniques and the same look as the iconic original. Legendary coach Mike Ditka also makes a special cameo appearance in the spot.
On January 25, Boost Mobile will also launch a special micro-site, www.boostmobile.com/shuffle, where consumers can view behind-the-scenes videos from the commercial shoot as well as engage in various games and applications related to the spot. In conjunction with the launch of the micro-site, Boost will also launch three 15-second teaser spots that will air from 1/25 through 2/7 on ESPN, TBS, Comedy Central and MTV. In addition, the 30-second spot will run from February 8-14 on those networks as well as NBC, ABC and Fox.
Immediately after the commercial airs, Boost and Virgin Mobile customers will be able to exclusively download The Boost Mobile Shuffle ringtone directly from their wireless phones for $1. Ringtones will be available through May 7, 2010, and all proceeds generated from sales will be donated to a charity to be named at a later date. Boost and Virgin Mobile USA are both part of the Sprint Prepaid Group.
In addition to ringtones, an extended version of the spot will be available to view via the micro-site.
Creative comes from Boost’s AOR, 180LA, and highlights Boost Mobile as the answer to wireless competitors’ wrongs. “We’re bringing back all the thrusting, the bad rapping, the cowbell playing and the minute-long sax solo,” said William Gelner, executive creative director, 180LA. “But this time it’s extra special since it’s 25 years later.”