Mad Injection Urges New Yorkers to ‘Imagine’

NEW YORK Manhattan Mini Storage is suggesting New Yorkers clear out their shoebox-size apartments and make the most of the living spaces by storing some of their clutter.

In a campaign by Mad Injection in New York, seven outdoor and transit executions ask New Yorkers to “Imagine” what life would be like if they cleared out their apartments. “Imagine having enough room for a normal size dog!” suggests one ad, paired with a picture of a longhaired Chihuahua. Another posits, “Imagine not having to use your toilet as a another chair,” while another, which shows a baby sitting in a dresser drawer, declares, “Imagine having enough room for a real crib.”

“They’re fun to work with because they like doing a lot of executions and running them all at the same time,” said Mikal Reich, agency chief creative officer.

The campaign is the second created for Manhattan Mini Storage by Mad Injection, a creative affiliate of Mad Dogs & Englishmen, in nine months. The first, which detailed the unusual circumstances under which New Yorkers were made to store certain objects, was the subject of some controversy. One ad pictured a Buddha statue placed in storage. Headlined “Because my owner’s a Jew again,” the ad was pulled by the storage company following public complaints.

Spending on the current campaign was undisclosed.