Nextel gives the normally dowdy push-to-talk walkie-talkie phones an emotional appeal with three spots out of Madre Buenos Aires, directed by 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.