Love, But Make It Content

Are you a hopeless romantic, or deep in your villain era? Luckily, this year’s Valentine’s Day campaigns cover the full spectrum, from sentimental to slightly unhinged. There’s truly something for everyone. A proper art-imitates-life moment, as the concept of love now has so many celebrated faces, from the rise of embracing “singlehood” as a form of self-love to the revelation that nearly a fifth of high schoolers now admit they’ve had a relationship with AI. Here’s a rundown of Valentine’s Day creative moments for inspiration around how to speak to the holiday in our changing cultural landscape:

Main Character Romance
If you’re a glutton for punishment – a.k.a. addicted to the train-wreck that is Stephen and Lucy’s relationship on Hulu’s Tell Me Lies – you’re not alone. Calvin Klein brilliantly capitalized on the real-life chemistry between Grace Van Patten and Jackson White, casting them in its latest “Our Calvins” campaign. Even though we’re collectively begging this TV couple to run far away from each other, these sexy, stripped-back visuals are impossible to ignore, feeling less like a traditional fashion ad and more like an intimate, voyeuristic couples shoot.

Tiffany & Co, meanwhile, goes full cinematic with a nearly two-minute short starring it-girl Adria Arjona, portraying a wife in an intimate conversation with her husband about love, strength, and everyday devotion (all while casually stacked in Tiffany Hardware and a Tiffany engagement ring). Thoughts and prayers to every partner whose significant other DMed this to them as “light inspiration.”

Between the campaign’s buzzy posters, trailers, and the internet’s obsession with Margot Robbie and Jacob Elordi’s press tour confessions, Wuthering Heights is basically mandatory viewing this weekend. The marketing team rolled out shareable Valentine’s assets featuring lines like “You drive me mad.” and “Kiss me and let us both be damned.” (They were speaking like this in the 19th century, and now we can’t even get a text back?) They also partnered with Fandango, extending the same romantic creative onto gift cards, in case you need a gift idea for your special someone.

Yes, Hard Feelings
Not everyone is feeling the love this year. If you’re still salty over your ex, Angry Orchard has a solution: box up their abandoned stuff, ship it off, and get rewarded with a box of spiked cider. Because as they say, holding onto anger (or ugly pit-stained hoodies) is like drinking poison and expecting the other person to die.

Meanwhile, Target’s viral “Dump Him” sweater revived an iconic Britney Spears deep cut and ignited a full comment-section gender war. Some took issue with the message, while others wished it came in multiple colors. All press is good press.

Saved the most unhinged for last. Hero Cosmetics launched “The Breakout Box,” a Valentine’s chocolate collection shaped like pimples…because nothing says romance like popping whiteheads. The stunt cheekily promotes the brand’s signature pimple patches while spoofing those over-the-top, sultry '90s chocolate commercials. Except this time, when you give the chocolate a satisfying squeeze, vanilla ganache oozes out exactly like the real thing. It’s gross, it’s funny, and a very smart way to build brand awareness. And if your former flame happens to be squeamish about bodily fluids, feel free to leave this at their doorstep.