Same-sex couples feature heavily in a new online campaign from card company Hallmark.
The company’s new #CareEnough campaign features several videos of real-life couples talking about their relationships.
In each short film, one partner gives a Valentine’s card to their partner, before expressing how much their relationship means to them.
The couplers then exchange a kiss, in scenes sure to bring a tear to your eye – especially if you’re single…
The campaign’s tagline is simply “When you want to get the kiss”.
Each TV ad is accompanied by an online ‘backstory’, giving more details about the couples featured.
Gay dads Jason and Robert tell how fatherhood has strengthened their relationship, before cataloging the struggles of becoming parents.
Lesbian couple LaParis and Karisia tell of the moment they first met, before sharing the deep love they feel for each other.
Karisia even accuses LaParis of “putting some sorta spell over me or something.”
This is not the first time Hallmark have included LGBT couples in their ads, with a number of its previous campaigns winning praise from the community.
The company released cards to celebrate the legalisation of same-sex marriage in the UK, as well featuring a trans man and his mother in its recent #PutYourHeartToPaper campaign.
Although other companies have tried – and failed – to break the LGBT market, Hallmark says the reason its campaigns work so well is due to its “authentic approach” to its widening, diverse. modern audience.
“Hallmark seeks to help people emotionally connect, in every life, every day,” said Rob Reeder, Hallmark marketing manager of greetings.
“With this campaign, we are highlighting the ‘every life’ aspect of our mission, as we share the caring stories of all kinds of couples because love is love.”
Ian Johnson, CEO of LGBT marketing consultancy, Out Now welcomed the campaign, before congratulating the brand on its approach to the community.
“This is a Masterclass in marketing effectively: LGBT people are naturally included as part of the brand’s vision of its customers,” he said.
“This is a good use of ‘love’ as an element, being relevant to the product.
“That is the only ‘watch out’ from us: other brands too often shoehorn ‘love’ into LGBT communications for all kinds of products where it is not relevant – but that’s not the case here.”
Watch two of the heartwarming ads below: