A Creative Review: Manhattan Mini Storage
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.
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 firstname.lastname@example.org.