Wll.i.am and Three join forces to launch musician's new smartwatch

Will.i.am has partnered with Three and its puppet brand mascot, Jackson, to promote the musician's new Dial smartwatch 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 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."