The voice-activated watch, by Will.i.am’s fashion and tech firm i.am+, will be available at Three UK from today 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 today 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, with the help of the Dial, create a space portal and float up towards the sky.
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."