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 technology has a time when it should be used. With text-messaging, it's about short, quick information-based signals that don't necessarily warrant a reply. Phones are for involved dialogue. But what about the walkie-talkie? Turns out, they're for more than for young kids playing at battle. Walkie-talkies, as these spots show you, are for communication without asking for permission to communicate -- there is no dialing or ringing that needs to be answered. And there are many, many uses. Check out all the spots on the right.