For Nextel, Madre and Juan Cabral Inject Some Emotion Into Walkie-Talkie Phones

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Nextel gives the normally dowdy push-to-talk walkie-talkie phones an emotional appeal with three spots out of Madre Buenos Aires, directed by the highly acclaimed Juan Cabral, the former Fallon London creative who moved into directing a couple years ago, and has previously wowed us with work for Sony, Cadbury, and the Grand Prix-winning campaign for Tate.

Every communication technology fulfills a purpose. With text-messaging, it's about short information heavy signals that don't necessarily warrant a reply. Phones are for dialogue. But what about the walkie-talkie? As these spots show, they're for more than young kids playing at battle.

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