1. Quirky, weird or unique? Mrs Thortful’s got a Valentine's card for that

What is it?

Thortful has ditched "beige" romance for the 2026 season by introducing Mrs Thortful, a sharp-witted mascot in orange specs. Created by agency Noise, the campaign celebrates the bizarre inside jokes and niche habits that make real relationships tick. The tagline says it all: "Cards so you two, you’ll think she’s got cameras in your house" 

Why do we love it?

It’s a masterclass in British wit. By admitting that supermarket cards are often a bit rubbish, Thortful positions itself as the go-to for couples who actually have a sense of humour. Mrs Thortful is a brilliant, recognisable asset that instantly cuts through the usual February marketing fluff. 

2. “Empty Nest” by Bloom & Wild

What is it?

Agency The Or has crafted a cinematic short for Bloom & Wild’s "Care Wildly" series. It follows a mum dealing with the "bittersweet shift" of her last child leaving home. Instead of moping, she uses a "thinking of you" bouquet as the catalyst to turn her kid's old bedroom into a life-drawing studio – naked model and all. 

Why do we love it?

It’s a cheeky nod to "empty nesters" who aren't quite ready for a retirement home. By swapping soppy clichés for a bit of rebellious friendship, it proves flowers aren't just for February 14th box-ticking. It’s touching, hilarious, and blissfully "cringe-free".

3. “Cry Me A Cockroach” by San Antonio Zoo

What is it?

“It’s Back & Bigger Than Ever” Feeling petty? For a small donation, the San Antonio Zoo lets you name a cockroach, rodent, or veggie after an ex and watch it get fed to an animal. You even get a video of the "feeding frenzy" to share on socials or send to the "not-so-special" someone. 

Why do we love it?

It’s "catharsis as a service". While other brands push "forever" promises, the zoo leans into the reality that many people are just "over it". It’s viral marketing genius that turns heartbreak into a tax-deductible win for wildlife conservation..

1. “Homesick” by Cadbury

What is it?

VCCP’s 60-second film for Cadbury focuses on the long-distance "care package". A girl in Kuala Lumpur receives a Dairy Milk bar from home, but it’s missing a chunk because her little brother couldn't help himself. It’s the latest "Glass & a Half" story, celebrating the small, imperfect acts of kindness. 

Why do we love it?

It flips the script on the "perfect" gift. Celebrating imperfection and distance makes it incredibly relatable for anyone living far from home. A half-eaten bar with a silly sticker is often more romantic than a pristine box of chocolates because it feels real. 

5. “This Valentine's, Keep It Fresh” by LEGO®

What is it?

LEGO is encouraging us to ditch wilting petrol-station bouquets for bricks that last. Alongside new botanical sets, they’ve launched "Rose & Prose" at Notting Hill Bookshop and vintage flower trucks globally. It’s an invitation to build your own custom stems instead of just grabbing a bunch off a shelf. 

Why do we love it?

LEGO has turned a product into a shared date-night activity. Since 69% of us want gifts that don't die in three days, these brick-built blooms hit the mark. The Notting Hill collab is a masterstroke – making the brand feel stylish and "main character" mature rather than just a toy for kids.