Nextel Airs Mullen’s Final TV Spots

BOSTON Mullen, in its last work for wireless company Nextel after working on the brand for seven years, has fashioned a humorous TV campaign tagged “Now that’s a walkie-talkie.”

Three 30-second executions use over-the-top imagery and situations to drive home Nextel’s newly introduced coast-to-coast, direct-connect feature as the product’s distinguishing characteristic.

One ad, “Tower,” uses state-of-the-art visual effects to show a fictitious 400,000-foot-high radio antenna (hyped as the tallest structure on earth) on the plains of the Midwest. It is shown being maintained by ground crews and, at its apex, space-walking astronauts. The other spots feature high-tech pigeons and “antennalopes” in a similar vein.

Is that how Nextel makes coast-to-coast walkie-talkie service a reality? Of course not, the spots go on to explain. The point is, of course, that such a feature does exist on the company’s phones.

Interpublic Group’s Mullen, Wenham, Mass., lost creative chores on the $150 million Nextel account last month following a lengthy review process. Omnicom Group’s TBWA\Chiat\Day, New York, won that competition.