Will.i.am has debuted his Dial smartwatch in the UK, teaming up with Three for the launch campaign.
The telecoms firm has paired the musician up with its popular puppet mascot Jackson to promote the wearable, which is the world's first voice-activated watch. Three has also inked an exclusive deal with Will.i.am's fashion and tech firm i.am+ to sell the device in the UK.
Produced by Wieden+Kennedy London, the 'Before Dawn' creative sees Jackson and the Voice judge gallop through a dark, futuristic cityscape to the beat of Will.i.am's new track 'Superdope'.
The spot combines a series of spirited action sequences with tongue-in-cheek humour to highlight the watches many uses, following on from Three's previous #MakeItRight campaign starring Jackson.
Three's director of brand communications said that when Will.i.am approached the brand with the opportunity that his team "couldn't walk away from it."
"We are on a mission to make mobile better for our customers," he added, asserting: "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.
"The launch of dial represents a new era, and we couldn’t be more excited to share the new advert that celebrates our partnership.”
Jackson landed Three in hot water with the Advertising Standards Authority earlier this week when an ad featuring the fuzzy purple character got banned thanks to a complaint from rival EE.