Valentine's Day: what ad land's come up with this year

Schick Billboard teaching men what its like to kiss a beard
This was not a private message but part one of an ad for Gregg's
Part two of the Gregg's ad with the web address for free recipes

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Love is in the air today, providing a perfect opportunity for ad land to come up with some topical creative. 

On this day last year, Paymark NZ recorded $10.6 million spent in the key categories of flowers, gifts, restaurants and pets.

With that amount of money spent on Valentine’s Day alone, it's no wonder promoters want to get in on the action.

While Michael Hill, Walker & Hall, Super Liquor and Countdown have produced some typical (boring) Valentine's themed ads, the best Kiwi ads this year are ones for the blokes. 

Schick have produced one for the boys (see picture right) via their agency Y&R, telling men to delight their loved ones by having a shave. 

The billboards were created to get men to think about it would feel like if the tables were turned on their precious beards. Schick is offering a free razor to ensure men tidy themselves up on the most romantic day of the year. 

Mitre 10 has also produced one for the boys through agency DraftFCB. 

The TV spot has its resident ‘how to’ guy Stan Scott and specialist saw maestro Alan Pitts teaching blokes one way to woo a lady.

Mr Pitts has won two world championships for his musical skills on the tool, and played with the New Zealand Symphony Orchestra,  although you wouldn't know this from the commercial.  

Fans of experiential marketing may have noticed a plane flying over Auckland CBD this morning with banners saying "I love you chicken" and "triplelove.co.nz".  

This promo was for Gregg's herbs and spices who want to encourage romantics to create their partner a home-cooked meal with recipes from their website. 

Overseas ad land is screening some much softer stuff, this Coke spot airing in the US tonight, was created by Kiwi creatives Hugh Mitton and Lee Kupferman for a competition.

It is expected that more brands will be turning to social media for cheaper ways to send out romantic messages this Valentines. 

vyoung@nbr.co.nz


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