Jackson’s back, and this time around, he has a partner-in-crime: none other than will.i.am. Best known as a musician, will.i.am is also the man behind i.am+, the fashion-technology brand responsible for the dial, a voice activated device available exclusively to the Three network.

“Before Dawn” is a 60” TVC that sees furry Jackson and will.i.am galloping their way through a dark, futuristic cityscape with will’s track “Superdope” as the soundtrack to their adventures. The unlikely cowboys spread word about the dial to curious teens in between action sequences on horseback, including bursting through glass windows and eventually taking flight. (No big deal.)

Pulsating beats, a celebrity cowboy, and everyone’s favourite purple puppet — it’s a fresh way to kick off the weekend.