Qualcomm came to Super Bowl XLIV to generate national awareness for its fledgling service Flo TV, which sent live and time-shifted programming to mobile devices from twentysomething networks, including ABC, CBS, Fox, NBC, ESPN, MTV and Comedy Central. (The “Flo” stood for “forward link only,” meaning the data was not a two-way connection.)

This, the more anthemic of Flo TV's two ads that game, offers a montage of major TV moments, many of which wouldn’t count as “entertainment” but still make Flo TV’s point that there are things you don’t want to miss. The montage is set to a version of The Who’s “My Generation” remixed by Will.i.am (following up his Super Bowl ad appearance the year before in a mashup with Bob Dylan for Pepsi’s “Forever Young”).

The second spot, "Injury Report," shows how Flo TV’s “personal television” can help a guy stay connected to live sports even while he’s shopping.

Both ads were created by Magner Sanborn and Agency 3.0, shops with a history of collaboration, Qualcomm said at the time. Flo TV unfortunately had a lot of competition in the rapidly escalating war for streaming video services. Qualcomm shuttered Flo TV in March 2011 and sold the spectrum to AT&T. 

BRAND: Qualcomm - Flo TV

YEAR: 2010

AGENCY: Magner Sanborn, Agency 3.0

SUPERBOWL: XLIV

QUARTER AIRED: Q1