nextel communications

Besides the butterfly net shown here, other ads in this series feature a canoe, a stepladder and a lasso. If you’re a techno-enthusiast, you won’t care for a campaign that uses such low-tech items as emblems of Nextel’s high-tech telecom services. But that’s your problem. This is a category in which most consumers want the product benefit (i.e., being able to reach everyone quickly) and are indifferent to the product itself. By listing the assorted people you might want to get hold of on any given day—including such elusive souls as “Your spouse,” “Your landscaper” and “Your branch manager”—the ad gives a sense of urgency to your telecom situation.