Welcome back to A Creative Review with James Cooper. Today Coop digs into Manhattan Mini Storage’s NYC-centric outdoor campaign.

Play to the Location

As a non-native New Yorker there is something I have always liked about the Manhattan Mini Storage work. A good outdoor campaign plays to the location, and too few billboards do that these days. Perhaps that’s cost, but it’s probably more like laziness. 

Photo credit: ADstruc

For years now this work has had a consistent tone of voice - which is also increasingly rare. They are confident, they know who they are talking too, and are not afraid to poke fun at people. Like New Yorkers I guess. As someone who couldn’t care less about religion - I’m not even bothered enough to say that I’m an atheist - but is mildly obsessed with sneakers, this particular execution hits home. 

My one gripe with this billboard is that there is a little too much going on. If they want to talk about price or a free move option, then I think they should run individual executions highlighting those offers. It will be a little harder to write a funny line about it, but hey, that’s where us writers earn our coin.  

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That’s all folks! Want to get involved? Send us the best or worst billboards you’ve seen and we’ll choose one every week. Just email coop@adstruc.com.