Embracing the True Spirit of New York City

New York City is more than just a place—it’s a way of life. The latest campaign from StreetEasy, “Never Become a Former New Yorker,” taps into the deep emotional connection that New Yorkers have with their city. Created in partnership with Mother NY, this campaign serves as a humorous yet heartfelt reminder that no matter how tempting suburban life may seem, nothing can truly replace the energy and spirit of New York City.

Andrea Mazandi, StreetEasy’s principal brand strategist, and Evan Carpenter from Mother NY provide a behind-the-scenes look at how this campaign came to life—and why it’s resonating so strongly with New Yorkers.

The Temptation of Suburbia – and Why It Falls Short

The campaign cleverly contrasts the so-called "comforts" of suburban life—white picket fences, long driveways, and peaceful neighborhoods—with the unique and irreplaceable chaos of New York City.

“For many New Yorkers, the luxuries and trappings of suburbia can feel like a tempting clarion call,” explains Andrea Mazandi. “But there’s something about suburban life they all need to know: it’s not New York.”

StreetEasy’s ads depict former New Yorkers looking disheartened in the suburbs—sitting in lifeless living rooms or mowing pristine lawns—reminding viewers that suburban peace often comes at the cost of losing the excitement and vibrancy of city life. The campaign humorously reinforces the message that no pizza joint in the suburbs can match the authenticity of a New York City slice.

The Creative Insight: Tapping into New Yorker Identity

StreetEasy’s campaign is built on a profound understanding of what it means to be a New Yorker. Andrea Mazandi notes that research showed that 92% of New Yorkers who leave the city end up having regrets. And surprisingly, more than 50% miss their local bodega more than their family and friends.

“That’s something StreetEasy has become really famous for—tapping into these insidery, shared truths of New Yorkers, celebrating them, and amplifying them,” says Evan Carpenter.

The creative team knew that the campaign needed to feel real. Instead of simply styling the characters, the team brought in a costume designer to create authentic backstories for each character. The result? Characters who feel like genuine New Yorkers, trapped in suburban settings where they simply don’t belong.

A Hotline for Homesick New Yorkers

One of the most clever aspects of the campaign is a hotline—1-833-I-MISS-NYC—where nostalgic New Yorkers can reconnect with the city’s unique energy. By calling the number, former New Yorkers can listen to the familiar sounds of the city, from the hum of the subway to the chatter of a bodega.

To drive engagement, StreetEasy is also offering select callers a surprise gift—a “piece of the city”—as a way to maintain their connection to New York. Ads for the hotline are running on social media and placements along New York’s Metro-North Railroad, targeting former New Yorkers who have traded city life for the suburbs of Westchester, Hudson Valley, and Connecticut.

Changing the Narrative Around Homeownership in New York

Beyond the humor and nostalgia, the campaign addresses a serious misconception about buying property in New York.

“When people think about buying a home, they immediately think ‘buy in the suburbs,’” explains Andrea. “At StreetEasy, we believe that buying and living in New York City can be compatible.”

StreetEasy is challenging the notion that suburban life is the only option for homeownership. The campaign encourages New Yorkers to consider the unique advantages of buying a home in the city, emphasizing that the process can be less complicated than navigating suburban real estate markets.

Humor and Authenticity – The Key to Resonating with New Yorkers

The humor in the campaign comes from its honesty. New Yorkers are known for their love-hate relationship with the city, and this campaign cleverly taps into that dynamic.

“Complaining about New York is every New Yorker’s right,” says Evan. “It’s like family—you’re allowed to complain about yours, but no one else is.”

Andrea agrees, noting that an overly romanticized portrayal of New York would have backfired. “If we had positioned this as ‘New York City is the city where dreams come true,’ people would have rejected it.” Instead, the campaign leans into the city’s quirks and imperfections, highlighting why those oddities are part of what makes New York so special.

Attention to Detail: Easter Eggs and Iconic Moments

The campaign’s authenticity extends to the smallest details. From the stickers on the lawnmower in one ad (designed to reflect an East Village vibe) to the comically tragic "New York-style pizza" in the suburbs, every element was carefully crafted to reflect true New York culture.

“My favorite details were on the lawnmower,” says Andrea. “Tiny stickers that felt so special—they perfectly captured that particular character’s vibe: very East Village, very punk, or rather, former East Village.”

The pizza box detail, in particular, serves as a symbolic representation of the campaign’s core message. Settling for suburban pizza is like settling for suburban life—it’s just not the same as the real thing.

New York is Always Waiting

At its core, StreetEasy’s campaign isn’t just about homeownership—it’s about identity.

“For those who have left, the campaign is meant as an olive branch,” says Evan. “New York is a revolving door. People leave, but there’s always a place for them here.”

Through humor, nostalgia, and a deep understanding of New Yorker identity, StreetEasy has created a campaign that not only celebrates the city but also strengthens the emotional bond between New Yorkers and their home.

StreetEasy’s message is clear: You can leave New York, but New York will never leave you.