New Campaigns


Client: Nextel Communications, McLean, Va.
Agency: Mullen, Wenham, Mass.
Creative Directors: Edward Boches, Andrew Lewis
Copywriter: Michael Ancevic
Art Director: Stephen
Mietelski Producer: Sarah Monaco
Director: James Gartner
hree 30-second television spots from Nextel Communications use humorous scenarios of office life to promote its new i1000 phone. Created by Mullen, the ads demonstrate how some of the product’s key features, such as “no seconds rounding” and two-way radio paging, can be an advantage in the workplace. The tagline: “You’ve never used a phone like this before.”
In one spot, after an elevator shudders to a halt, a pompous executive whips out his cellular phone to call his secretary for help. He gets her voicemail. The mailroom guy then whips out his Nextel phone, instantly connects with a two-way radio and gets the elevator moving in a matter of seconds. A voiceover concludes, “Nextel. Makes ordinary cell phones seem ordinary.”
In another spot, an employee shows off the golf clubs his employer has showered him with because his Nextel phone bills are so low, thanks to no seconds rounding.
Part of a $15 million national campaign, the commercials began airing last week on cable networks such as CNN, ESPN, The Weather Channel and CNBC. In addition to the television ads, 65 local markets are being targeted with product-specific print, radio and outdoor executions. –Sarah Jones

Client: Lids, Westwood, Mass.
Agency: Lane Advertising, Salem, Mass.
Creative Director/Art Director: Keith Lane
Copywriter: Geoff Currier
Featuring catchy music, a lighthearted central character and a baseball theme, Lane Advertising’s first television work for Lids positions the chain of hat stores as “The ultimate head trip.”
A 30-second TV commercial, which was also cut into a 15-second version, opens with a jazzy rendition of “Take Me Out to the Ball Game.” The camera pans over rows and rows of baseball figurines with bobbing heads, each sporting a different team’s cap. The final shot is a boy wearing a New York Yankees hat, bobbing his head while listening to music through a headset.
In another 30-second commercial, the same boy preens and primps his hair in front of a mirror. He slathers on some mousse, finally gets his hair just right–and then slaps on a baseball hat.
The campaign, which broke in August, is now running in Boston, Chicago and New York. Lane’s past work for the client included radio spots and in-store promotions. The current campaign is the first television effort for Lids, which operates 200 stores across the country. Media spending was not disclosed.
–Sarah Jones