Manhattan Mini Storage celebrates 40 years with new campaign from Concept Farm
The new tagline, “Mini storage. Maximum you” asks New Yorkers to celebrate life in the big city, along with the iconic company’s 40th anniversary. It highlights the ability to move freely in a city where everything seems transitory and find liberation from New York neurosis, clutter, and baggage (both emotional and physical).
Rooted in engaging storytelling, the new work comes to life through two creative expressions – the debut of the brand’s first spokesperson, the Storage Guru, and “Manhattan Mini Stories” – a series of short films showcasing storage experiences of real customers, as interpreted by a cast of New York performers.
Who the heck is the Storage Guru?
Storage Guru offers age advice to help hurried Manhattanites unpack their baggage, unclutter their minds and achieve storage nirvana.
Pushing boundaries with sharp political commentary, a refined outfit selection, and a mystical spiritual journey, the Guru grabs the attention of city dwellers everywhere to continue his mission – pointing New Yorkers towards the path of enlightenment by freeing themselves from stress and clutter to fully maximize life in the Big Apple, all thanks to Manhattan Mini Storage.
New campaign from Concept Farm features a Storage Guru.
“Manhattan Mini Storage has always embraced and highlighted real customer experiences through our advertising campaigns in unconventional and entertaining ways,” said Jon Dario, President of Manhattan Mini Storage. “With ‘Mini storage. Maximum you,’ we underscore that tradition with impactful content designed to resonate with New Yorkers – and our business continues to reflect that same understanding and sensibility with services catering to the unique needs of local residents.”
Spotlighting Current Customer Stories
With nearly one million customers storing a wide variety of business and personal belongings at Manhattan Mini Storage since its founding in 1978, the brand is highlighting four customer stories to show the heights and dreams achieved by listening to the Storage Guru — and with a little help from their storage unit.
Barbara, a fashionista whose added hanger space frees her from NYC apartment hangups,
as sung by internationally-renowned drag queen Alexis Michelle in “Storin’ Alive.”
Doughnuttery founders, the Feldman Family, who sustain their New York mini doughnut
shop locations and mouthwatering recipes with mini storage solutions, as narrated by
Advocate of Words, a spoken word artist from the Nuyorican Poets Cafe in “Oh Sweet
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Andrew, a newlywed, retail entrepreneur, and owner of Curated Basics, who finds a
home for his custom clothing, as re-enacted by Shakespeare in the Square in “Much Ado
Finally, Nahabed and Jaime, whose epic “Super Storage,” tells of transitioning a lifelong comic
book collection, as pantomimed by Broken Box Mime Theater.
“Manhattan Mini Storage has been a part of the fabric of New York for 40 years, and we’re excited to further evolve our heritage of breakthrough advertising with these new narratives,” said Jason Morros, head of integrated marketing for Edison Properties, the parent company of Manhattan Mini Storage.
He added, “Perhaps no other brand could bring together this diverse set of performers, and a Guru, to demonstrate industry expertise and leadership while showcasing how neighborhood storage can help maximize life in New York – the very gist of what this integrated campaign is all about.”