Sprint-Nextel: Locker Room

Sprint, which acquired Nextel in 2004, bought two 30-second spots in Super Bowl XL to promote two new, advanced phone services well before Apple's iPhone arrived to make it all seem routine: music downloads and live TV.In “Locker Room,” two men compare phone features until it's time for one to demonstrate a "crime deterrent" feature.Both spots were created by Sprint’s agency TBWA/Chiat/Day and directed by Bryan Buckley, who has directed over 50 Super Bowl ads since 2000, including FedEx's"Desert Island"and"Top Ten,"Monster.com's"When I Grow Up,"TurboTax's"Love Hurts,"SodaStream's"Saving the World,"CareerBuilder.com's"Monkeys"and Burger King's"America's Favorite."Production company: Hungry Man.Agency creative director: Gerry Graf. Executive producer: Marianne Stephen Orent. Copywriter: Harold Einstein, Gerry Graf. Art directors: Harold Einstein, Gerry Graf.Editorial: Mackenzie-Cutier.BRAND:Sprint NextelYEAR:2006AGENCY:TBWA/Chiat/DaySUPERBOWL:XL