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Valentine’s Day Ad Blitz: Heineken, Aerva and Head & Shoulders Go Social

Written on
Feb 13, 2014 
Author
Richard L. Tso  |

ADOTAS — Forget the flowers, chocolates and trite Hallmark cards. With the world’s most romantic (or depressing) holiday less than a day away, several companies are dishing out the saccharine and cash towards social campaings to capitalize on the Valentine’s Day gift-giving trend.

As Adweek first reported,Heineken partnered with Wieden + Kennedy to launch a socially-driven ad initiative

Participants enter the drawing by tweeting @Heineken_US to request a #DateInABox, which is a pretty red vault containing the winning certificates. In order to get the code to unlock the vault, they need to publicly share a picture of the #DateInABox on Instagram.

Another new social ad campaign by digital billboard ad tech company Aerva is taking the holiday to a whole new level, giving consumers the ability to tweet or email pictures of their loved ones to be displayed on a Times Square Clear Channel Spectacolor billboard. This is more about sharing one’s love with the world for all to see, a romantic gesture that is sure to capture the attention of that special someone.

For this campaign that launched on Wednesday of this week, all people need to do is send a tweet to @AervaNYC or email nyc@aerva.com to submit their photos. Once vetted for appropriateness, a link to their personal Keepsake photo, taken from high above Times Square, is returned to the user as a testament to their undying love. The Keepsake photo can be shared with your friends and family across your social networks like Twitter, Facebook, Google+, or Pinterest or downloaded directly through various one-touch sharing icons.

It’s oh, so romantic.

In the Philippines, the shampoo brand Head & Shoulders partnered with Saatchi & Saatchi to release a new viral video campaign that features young men who are on a blind date with a lady (played by an actress) who has really really bad dandruff. While interacting with the man on the date, she constantly moves her hair around, causing her unsightly flakes to fall all around her food and shoulders.


While a true test of patience and tact for any young man, the guys in the video were very sweet to their dates and were actually quite helpful to them before the trick was revealed. So far the video has received over 400,000 views on YouTube and has had a tremendous amount of shares on twitter using the hashtag #FlakerDate.

Finally, with marriage equality finally recognized in many of the United States, personal lubricant company Gun Oil released this very touching portrayal of a gay couple reunited for the holiday after one partner returns from military duty overseas.

“We felt this view of life was a story that was not being told with the authenticity and compassion it deserved,” the company’s CEO said in a statement. The spot will air on Bravo and E! in seven major U.S. markets.


What makes this piece so successful is how beautifully the spot is filmed, the camera work capturing the empty sadness that shrouds being apart from someone you love juxtaposed by the sheer joy of being reunited once again.





Richard L. Tso is a reporter for Adotas and an avid writer covering the intersection of technology and advertising, fashion and music. With over 12 years of experience in the Advertising, Marketing and Public Relations industries, Richard has held executive positions at global agencies and technology companies and is founder of the interactive communications firm Pseudosound Consulting LLC. A classical cellist and painter, he believes that sometimes sound carries more weight than words. He is a graduate of Stanford University.

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