Pimentel is the main character of the campaign. He is a fictional Nextel salesman who is unsatisfied with the work done by Nextel’s advertising agency and marketing department.He thinks Nextel has a lot more to say than it actually does.Therefore he decided to promote Nextel by himself. To do this he launched an Internet videoblog where he could place the ad pieces he developed.

Pimentel's Blog is really based on the Internet (www.blogdopimentel.com.br), but his homemade movies are also shown in open television broadcasts and on cable TV.So, on TV he sounds like a real person. He also has over 500 friends on Orkut (Brazil's MySpace) and often appears in the flesh in crowded restaurants at lunch, during corporate workshops, walking down Paulista Av. (Brazil's Wall Street). He is really alive, which gives credibility to his words.