Boost Mobile To Show Off Prepaid Wireless In Super Bowl Ad

Boost Mobile may offer discounted prepaid wireless plans, but the company is not cutting any corners when it comes to raising brand awareness.

The Sprint (NYSE: S) division will secure its first-ever Super Bowl commercial this year, featuring some of the 1985 Chicago Bears, including former football players Jim McMahon, Willie Gault and Mike Singletary. The trio ill re-create their famous “Super Bowl Shuffle” rap song and video, which first appeared in 1985 when the Bears won Super Bowl XX, according to the WSJ. “Prepaid is no longer living in the shadow of contract plans. Choosing prepaid is really mainstream. That is a big shift, and the economy was a catalyst for that,” said Bob Stohrer, Sprint’s VP of marketing for the prepaid group.

Sprint obviously feels like it must spend a lot of money on getting that message out. It declined to say how much it was spending on the ad, but media buyers are estimating that an ad will cost between $2.5 million and $2.9 million for 30 seconds. The spot is expected to run in the first quarter of the game on Feb. 7. In general, Boost has been advertising heavily, and in the first nine months of 2009 spent $66.3 million on marketing, or more than double what it spent a year earlier, according to TNS Media Intelligence, an ad-tracking company.

At CES earlier this month, Boost Mobile revealed that it was expanding its popular $50