Sprint -
Nextel Cup

Early in my career, we cast John Krasinksi in an AT&T commercial. Shortly thereafter, he went on to fame as Jim Halpert on "The Office". A few years later, we cast Rich Sommer in a Nextel spot. The following year he was starring in "MadMen" as Harry Crane. I'm not saying I had anything to do with their rise to stardom. Well, maybe I am, a little.

The Brand
Fast paced, results oriented, blue collar, chip on shoulder

The Problem
The behemoth wireless carriers are pretty serious. And they don’t have to work quite so hard to connect with people.

The Solution
Let’s make an extra effort. Let’s be funny. Let’s be real. Let’s be yellow. And let’s embrace the innate competitiveness of NASCAR to remind people that Nextel will not be intimidated by the bigger players.