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WIRELESS NEWS
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Irvine-based Boost Mobile 'shuffles' to Super Bowl

Wireless phone company's 30-second ad will air in the first quarter of the game.

By Kristen SchottPublished: January 21, 2010 09:49 AM

Irvine-based Boost Mobile is embarking on a plan to garner notice – big time. The wireless phone company, which is a unit of the Sprint Prepaid Group, will air a 30-second commercial that parodies the 1985 music video, the "Super Bowl Shuffle," during the first quarter of Super Bowl XLIV.

This is the first time Boost will run an ad during the game – and the price tag associated with a 30-second spot is nearly $3 million, according to media reports. Though Boost did not disclose the terms, it's set to be a big move for the company, which saw its popularity reach "new heights" last year, notes Bob Stohrer, vice president of marketing for the Sprint PrePaid Group.

"The Boost Mobile Shuffle" will recreate the original spot with some of the original members of the Chicago Bears Shufflin' Crew. Among them: Jim McMahon, Mike Singletary, Otis Wilson and Maury Buford. Mike Ditka, who led the Bears to their win in 1985, will also appear in the ad.

"We’re excited to bring a few guys back to the Super Bowl who were also pretty popular in their day,” adds Stohrer.

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