Cupid’s dart seems to have passed the industry by this year, with only a
meagre crop of ads to show for Valentine’s day on Wednesday.
Nevertheless, romance was in the air for Smirnoff, which ran the first
tactical national press work in its ‘through the bottle’ series on 14
February. Lowe Howard-Spink drafted a mock page of Valentine messages
dotted with small Smirnoff bottles for the occasion. As with its cinema
and poster campaign, the ad shows that punters can see things
differently by looking through a bottle of Smirnoff.
‘Georgie be my Valentine. You know I’ll love you,’ one message runs. The
rest of the ad is behind a Smirnoff bottle, and it continues, ‘until
somebody comes along with a Platinum American Express Card and sweeps me
off my feet.’
Publicis also took advantage of Valentine’s day with a tactical ad for
Hula Hoops. This continues its ‘they’ll be A-round forever’ theme, and
shows a heart-shaped Hula Hoop under the headline ‘Oi, cupid. No!’
Young and Rubicam was also out celebrating 14 February with an ad for
Eurostar, linking its pounds 69 special offer price to the word
‘bedroom’, while Abbott Mead Vickers BBDO went on the tactical bandwagon
with a special lovey-dovey radio ad for BT, emphasising the ‘it’s good
to talk’ strapline.
There was also a contribution from J. Walter Thompson for Listerine
mouthwash. JWT reran its ‘kiss’ commercial - which features famous
kisses from fiction and history - with new endlines reminding punters
how appropriate it would be not to have bad breath on 14 February.
Another timely ad was a double-page spread appearing in the national
press for the Shell Smartcard. Devised by Ogilvy and Mather, it drew on
the withdrawal of Esso’s Tiger Tokens this week with a single red rose
and the words: ‘Tiger: don’t you love me any more? I miss those small
tokens of your affection. Gone to seek a more rewarding relationship
Finally, the Internet service provider, UK Online, has run its first
above-the-line advertisements this year, to promote its Web site