A Few Favourite Valentine's Day Campaigns
Valentine’s Day.
The one day a year when love-struck romantics (and the guilt-ridden) collectively pump billions into flowers, chocolates, and last-minute dinner reservations.
In 2024, the UK alone saw over £1.5 billion spent on wooing efforts, while in the US, an eye-watering £22.5 billion went into securing affection - an impressive amount of money for what is, at its core, a grand, commercialised declaration of love.
But for marketers, Valentine’s Day is less about heart-shaped chocolates than heart-stoppingly brilliant ideas. And, oh, do we love a good campaign.
Here are a few of our favourite creative and daring Valentine’s Day campaigns that managed to turn heads, open wallets, and sometimes even save relationships.
Flower Town - Proof of Love
In Beirut, a small florist called Flower Town faced an unusual problem. Their shop was located in the middle of a Hezbollah stronghold, an area that had seen a series of suicide bombings. Needless to say, footfall wasn’t exactly thriving.
Enter Impact BBDO, Beirut, with a campaign that turned buying a bouquet into an act of bravery. Their campaign, Proof of Love, challenged young men to demonstrate their courage by purchasing flowers.
Each bouquet came with a green pin bearing the phrase: “I would die for love.”
The result? Sales rocketed by 30% as young men flocked from across Lebanon to prove their masculinity - because nothing says “alpha male” like risking life and limb for a love.
Tower Insurance - Valentine’s Insurance
Romantic dinner plans are a Valentine’s staple, but let’s be honest: many of us intend to book a table and then… simply forget.
In New Zealand, Tower Insurance saw an opportunity to play saviour to these forgetful lovers.
Three months before Valentine’s Day, Barnes, Catmur & Friends Dentsu booked an entire restaurant in advance. Then, on February 14th, they launched a flurry of print, social, and radio ads - and even a plane banner - offering last-minute salvation. Desperate suitors could visit the Valentine’s Insurance website and claim a table.
More than 1,000 hopeful romantics submitted “claims,” though only 12 couples actually got lucky.
Land Rover - Love from Land Rover
Not all love stories involve candlelit dinners. Some involve mud, grease, and four-wheel drive.
On Valentine’s Day 2015, Land Rover New Zealand focused on a different kind of romance: the undying love of four mates for their old Land Rover.
The group reluctantly listed their beloved vehicle for sale, only for Land Rover to restore it and return it to them as a surprise gift.
The emotional reunion was captured in a heartwarming video that garnered millions of views. The campaign was so well received it was translated into four languages and rolled out in additional markets.
Because nothing tugs at the heartstrings quite like the sound of an engine roaring back to life.
SKY TV - Say It with Sky
Some people struggle to find the right words. Luckily, SKY TV had a fix.
For Valentine’s Day, Serviceplan Munich launched Say It with Sky, an AI-powered tool that scoured SKY’s entire film database to create personalised love messages using iconic movie lines.
Users typed in their message, and the AI stitched together clips to form a bespoke cinematic declaration of love.
Naturally, some people took liberties. Among the more memorable messages: “Sometimes we all need to look in our hearts and say: I love you. And I want to have babies with you. Shall we shag now or shall we shag later?”
The campaign was clever, hilarious, and effortlessly shareable. It turned the day of love into big love for SKY.
Los40 - Don’t Play That Song
Not everyone is thrilled by Valentine’s Day. Some want to wallow in bitterness and avoid hearing Celine Dion warble about eternal love.
Spanish radio station Los40 recognised this pain and offered a rather unique service.
Their campaign, Don’t Play That Song, allowed heartbroken listeners to call in and request that specific love songs NOT be played. Their messages were then broadcast, delivering gems like:
“Please don’t play ‘Me With You’. I find it unbearable, reminding me of my idiot ex. Me with you. You with that cheating tart.”
It was cathartic, petty, and wildly relatable. In short, a massive hit.
Valentine’s Day is a battlefield - for hearts, for reservations, and brand supremacy.
And in the advertising world, as in love, fortune favours the bold.
So, if you’re ever tasked with dreaming up the next great Valentine’s Day campaign, why not take our Advertising Masters course where you’ll learn everything you need to know about making great ads. 💪
