Boost Mobile Reunites 1985 Shufflin’ Crew for Super Bowl TV Commercial

Boost Mobile^®, part of the Sprint Prepaid Group, announced today that it will air a 30-second spot during the first quarter of Super Bowl XLIV on February 7, 2010. Boost Mobile’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.

"The popularity of Boost Mobile reached new heights in 2009, and we’re excited to bring a few guys back to the Super Bowl who were also pretty popular in their day,” said Bob Stohrer, vice president of marketing, Sprint Prepaid Group. "The Boost Mobile Shuffle has something for everyone to love, however fans of the original video will be particularly delighted to see Boost Mobile bringing some of their favorite moments back to life.” Stohrer also noted that this is Boost Mobile’s first Super Bowl ad.

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 January 25 through February 7 on networks such as 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.

The creative behind these commercials once again comes from Boost’s advertising agency of record, 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.”

About Boost Mobile

Boost Mobile, part of the Sprint Prepaid Group, offers wireless phones and services with no long-term contracts. Boost Mobile redefines value for wireless consumers with its 'Monthly Unlimited' service, offering unlimited nationwide talk, text and Web for $50 per month, and with its ‘BlackBerry Monthly Unlimited’ service, offering unlimited nationwide talk, text, Web and email for $60 per month. Boost Mobile 'Monthly Unlimited' offers flat-rate, nationwide service on the Sprint and Nextel Nationwide Networks, reaching over 274 million people with no activation, roaming, traveling or long distance fees. Boost Mobile offers a selection of quality handsets from Motorola, Sanyo and Research In Motion, ranging from entry-level to high-end. Boost-branded wireless phones are available nationwide at nearly 20,000 major retail stores, including Best Buy, RadioShack, Target and Walmart, Sprint retail stores, independent wireless dealer locations, and on HSN, a leading television home shopping network; with Re-Boost^® available at approximately 100,000 locations throughout the U.S. Purchase and experience Boost Mobile on the Web at MySpace, Facebook, Twitter and www.boostmobile.com.

About 180LA

180 (www.180LA.com and www.180amsterdam.com) is an international creative agency with offices in Amsterdam and Los Angeles. 180 employs 225+ people from over 32 countries. 180’s client roster includes adidas International, Sony Consumer Electronics USA, Sony Corporation, Boost Mobile, Amstel Beer, HBO, and Omega Watches. 180 specializes in consumer, brand and product strategy, and offers a spectrum of expertise, including: content creation, digital marketing, retail marketing, design, and advertising. The agency is organized to work separately by discipline, or together to offer cross-channel solutions for our clients.

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