For anyone who lives outside of New York City and hasn't visited in the last few years, there is a storage space company known as Manhattan Mini Storage that runs an out-of-home campaign (subway, building facades, billboards, etc.) with increasingly clever headlines and an extremely simple layout. I recall a few years ago, when I first noticed the ads, I was less than impressed. Lame visuals of people in their apartments with lamer headlines. All of that has changed.
The advertising's progression has been slow. It began with the following:
To this:
And now this:
In my opinion, this is a rather drastic improvement over the last few years, from typical and expected (and perhaps a rip of McDonald's "dollar menu-aires" campaign) to rather relevant and funny to a much more targeted audience. At the moment, I don't need to store any of my possessions, but if and when I do, they will be the first one I check out. Which is the whole point of this kind of messaging, which I think works for them. I haven't checked the data regarding increases in rentals, but they seem to be continually increasing their presence, which leads me to believe they are doing well for themselves. And as a copywriter, I would love to be able to write this kind of stuff on a regular basis. So kudos to them for having the fortitude to be a bit edgy and provocative, but also for doing it well.
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