The Australian native, (pictured on right) who founded and later left Boost, says that Boost was all about marketing a new brand aimed at the untapped youth market. Branding and marketing is his expertise.
Adderton, who never left Orange County, is at it again on Sunday with Super Bowl XLIV. This time, with his new advertising firm Agency 3.0 in Newport Beach, he developed three TV commercials for some other company: Flo TV, the mobile TV service from San Diego’s Qualcomm Inc (see earlier story, “Qualcomm’s tiny 3.5-inch TV coming this holiday“). The goal is to get consumers familiar with the service, which offers TV shows in a moving car, on your phone and out shopping when you’d rather watch a football game.
“That’s where our strength is. We launched the brand (Boost) and used wireless to push that through,” said Adderton, explaining how he went from founding mobile phone companies to an ad agency. ”Flo TV is an extension of our expertise in that area.”
Added Feb. 6: Peek at Flo TV’s “Moments” Super Bowl ad with Black Eyed Peas’ will.i.am remixed “My Generation” by The Who:
What is it? Flo TV shows selected TV shows from about 20 channels, including Food Network, CNBC and Nickelodeon. You can order it on your AT&T or Verizon phone or in your car or other mobile device, like the personal TV pictured above. Monthly service is around $15 month.
Agency 3.0′s participation makes the number at least three Orange County companies with Super Bowl 2010 commercials.
Coincidentally, Boost will air its first-ever Super Bowl commercial featuring 1985′s Super Bowl Shuffle crew. Irvine HDTV maker Vizio plans to make its second Super Bowl splash with new celebrity endorsee Beyoncé Knowles-Carter. Read the earlier stories: ”Beyoncé, Batman, the 2010 Super Bowl and Vizio“ and “Boost’s $2.5 million bet: Super Bowl ad to parody 1985’s ‘Shuffle.’”
Adderton considered advertising in the Super Bowl while at his other companies, which include the defunct Amp’d Mobile,but this will be his first. And no, he has no idea how much it costs to air a commercial during the big game. Reportedly, it’s $2.5 million to $2.8 million for a 30-second spot this year.
“Our area is to be creative,” he said. “I don’t know any TV commercial where I’ve sat around waiting to see it. That puts the creative pressure on us, which is funny because everyone likes to talk about how much does it cost for a Super Bowl ad.”
The three Super Bowl spots his agency produced will air by the end of the half-time show. Two go the comedic route and star CBS Sports announcers Jim Nantz and James Brown. But the third brings the music and urban style that Boost and Amp’d are known for. Black Eyed Peas front man will.i.am remixes The Who’s classic “My Generation” to promote key moments in TV history, ending with Flo TV.
|Clip of CBS Sports commenter Jim Nantz in Flo TV’s 2010 Super Bowl commercial. View larger.||Clip of CBS Sports commenter James Brown in Flo TV’s 2010 Super Bowl commercial. View larger.|
Everything was set to go and then the devastating earthquake in Haiti occurred nearly 3 weeks ago. With support from will.i.am and Flo TV , the team edited the end of the commercial and turned it into a fundraiser. The 3-minute remix goes on sale for $1.29 after the commercial airs at Amazon.com, Dipdive.com and TheWho.com. All proceeds go to to Oxfam‘s Haiti Earthquake Response Fund, a group of organizations working on relief efforts.
Ultimately, the 60-second commercial still iterates the value of Flo TV — don’t miss a moment. After the commercial airs, it will be available HERE.
I’ll be posting all of Super Bowl commercials from the three Orange County companies on the blog Sunday after they air. The game starts about 3:30 p.m. Check back for the full episodes if you’d like to give my blog a few more page views. Thanks!
Earlier on Peter Adderton:
Check out the Register’s 2010 Super Bowl coverage HERE. More non-game Super Bowl coverage: