New York State of Mind | Adweek New York State of Mind | Adweek
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New York State of Mind

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They're unfriendly. They know everything. And they're better than you are. A new campaign for Verizon SuperPages draws on these infamous stereotypes of New Yorkers to raise awareness of the directory's latest edition.

Created by Kirshenbaum Bond & Partners in New York, the outdoor campaign broke last week in conjunction with the SuperPages August launch.

The ads address typical Manhattan attitudes, from elitism—"More numbers than a Park Avenue socialite"—to superiority complexes—"With this much information at their disposal, maybe New Yorkers do know everything."

Riding a subway, one might read, "Think this is crammed? You should see how much is crammed into one book."

Designed to increase SuperPages distribution, the ads feature the tag line, "Manhattan's authentic Yellow Pages."

The work is appearing as wild postings and on buses and bus shelters, phone kiosks, subways, billboards, Domino's pizza boxes and in newspapers.