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This commercial works with or without sound. It's so popular that it's made comeback more than a year after being introduced.
...My eyes snap to the tv whenever I hear the driving music...
TBWA\Chiat\Day New York was responsible for putting it out in 2004, but with the Sprint/Nextel marriage, it's been reintroduced, and I still find it funny. The Push has several brilliant layers:
1. Without sound the message delivered is that Nextel helps keep work interruptions as short as possible so that the real "business" at hand can resume.
2. With sound, that same message is enhanced and even though I don't understand a word being said, my eyes snap to the television whenever I hear that driving music.
3. Once I actually listen to the snappy and concise dialogue, I understand the variety of uses for the product.
4. The closing frames hold the real message, and they've employed a delicious tactic in getting me to watch the fun until Nextel's "business at hand" is delivered. The message, "Push It" refers to the walkie talkie button as well as the advert. In that way, this very clever commercial is self-referential.
It's no wonder its won several awards.
technorati tags: Nextel, Sprint