Love in advertising has long moved beyond candlelit dinners and red roses. What was once dominated by predictable tropes of heterosexual romance, grand gestures, and fairy-tale endings has gradually evolved into something far more nuanced and reflective of real life.
Today, brands recognize that love is not confined to a single day, a single relationship, or a single definition. It is present in quiet sacrifices, difficult conversations, second chances, chosen families, and even in learning to love oneself.
Over the years, Valentine’s Day in particular has become more than just a commercial holiday — it has turned into a cultural moment. Brands use it as a storytelling platform, tapping into shared experiences and social shifts.
Through film, digital campaigns, and heartfelt narratives, they explore how people connect in a rapidly changing world. Love is portrayed not only between couples but between parents and children, lifelong friends, communities, and individuals navigating identity and acceptance.
Here are 10 campaigns that remind us that love is not one-size-fits-all but it is layered, evolving, and beautifully diverse.
Ad Council’s Love Has No Labels (2015)
Ad Council in 2015 already made a powerful statement before inclusivity became a current marketing mainstay. For them, love transcends race, gender, age, religion, and ability.
Through a simple yet striking X-ray installation that revealed skeletons kissing, hugging, and dancing—before showing the real couples behind them—the campaign dismantled bias in seconds. It reframed love as a universal human experience, reminding audiences that labels are learned, but love is instinctive. Hence, this beautifully curated spot that shows love has no labels.
McDonald’s Love Namin Kayo (2016)
McDonald’s Philippines tapped into a distinctly Filipino expression of affection: quiet sacrifice and parental devotion.
The campaign featured everyday parents such as fathers waking up early, mothers working late who may not say “I love you” often, but show it through consistent care. It resonated deeply in a culture where love is often demonstrated through action rather than words.
Smart Communications’ Break down barriers and welcome change! (2016)
In this campaign, Smart Communications proves that it takes courage to break down barriers and It takes strength to overcome differences. The story revolves around a father-and-son relationship while the latter is being part of the LGBTQ Community.
The campaign wasn’t just about connectivity—it was about acceptance. By framing change as something to welcome rather than fear, Smart aligned technology with emotional bridges.
Jollibee’s Valentine’s Day Series (2017–present)
Few brands have owned Valentine’s Day in the Philippines quite like Jollibee. From stories of unrequited love to long-distance relationships and enduring marriages, its annual series has become a cultural event.
The brilliance lies in its emotional realism, telling that not all love stories end happily, but they are all meaningful.
Singtel’s Mr. Lim’s Reunion Dinner (2018)
This touching story followed an elderly father attempting to reconnect with his distant children during Chinese New Year. Through small, persistent gestures, Mr. Lim rebuilds fractured relationships, reminding viewers that reconciliation often begins with a simple invitation.
Close Up’s P.S. I Love You, Bro (2019)
Close Up flipped the traditional Valentine’s script by spotlighting male friendship.
The story centers on two men hesitant to act on their feelings for one another, told from Raffy’s perspective. He meets a man at a milk tea shop who is afraid to come out due to fear of judgment. In the end, both overcome their anxieties and finally find the courage to introduce themselves to each other.
Dove’s Reverse Selfie (2021)
Dove challenged the idea that Valentine’s Day is incomplete without romance.
The campaign focused on single women celebrating themselves — embracing solitude not as lack, but as self-respect and growth. In doing so, Dove extended its long-standing advocacy for self-esteem into the realm of self-love.
Spotify India’s Blend to Love. Love to Blend (2004)
Spotify’s “Blend” feature became a metaphor for modern relationships. By allowing couples and friends to merge playlists, the campaign celebrated shared tastes and differences alike.
Music, after all, is one of the most intimate forms of connection — what we listen to reveals who we are.
Publix’s Share the Love Valentine’s Day Video (2025)
Publix highlighted a love rooted in community. In the video, a young man prepares a meaningful surprise for someone dear to him, showing how his simple act of affection resonates with and warms the hearts of those around him.
The grocery chain known as the largest employee-owned supermarket chain in the United States framed food as a vehicle for connection because sometimes love is as simple as setting an extra plate at the table.
Vodafone’s First Term (2026)
Vodafone has introduced “First Term,” a new integrated campaign across the UK that celebrates the ways families remain connected, wherever life takes them. The initiative refreshes Vodafone Together, a program that offers families added value when they sign up for multiple mobile plans, including unlimited 5G options starting at £16 per month. With each additional line added, families can save more than £400 over two years.
Created by Leo UK, the campaign taps into a universal part of family life – the idea that growing up is often marked by a series of small goodbyes, such as leaving home, starting university, or simply being pulled in different directions by everyday routine.
