FLO TV will launch a Super Bowl ad campaign Sunday as part of its ongoing efforts to increase adoption of its mobile TV service, which launched independent of its carrier partners last fall.

The campaign will consist of three spots featuring Black Eyed Peas frontman will.i.am and CBS Sports and Super Bowl anchors Jim Nantz and James Brown.

FLO TV says the campaign is intended to increase awareness for the mobile TV category and for its brand.

“All three spots introduce viewers to mobile TV and our FLO TV Personal Television, which are some of the many ways in which FLO TV lets people take live TV with them wherever they go,” said Jayne Hancock, vice president of marketing for FLO TV, in a statement. 

FLO TV is not the only mobile company leveraging the Super Bowl’s ad power to increase awareness of its brand. Prepaid carrier Boost Mobile will launch its first Super Bowl ad this year, according to a report in Ad Week that cited Boost representative Tatum Hawkins.

According to Ad Week, a single 30-second spot during the CBS Super Bowl broadcast cost from $2.5 million to $3 million.