Want to show affection without any cringey undertones? Send flowers.
That’s the message behind Teleflora’s latest campaign, “Flowers Say It Best,” which launched January 29 across YouTube, Facebook, Instagram, Pinterest and Twitter.
The campaign consists of playful 15- and 6-second spots, optimized for social media, which depict humorous scenarios that result when other gifts (a teddy bear, a box of chocolates and a BFF mug) do the talking. Using wry voiceovers that include saccharine baby talk, a Barry White impersonation and a cloying, overly enthusiastic friend, the videos show that it’s easy to send the wrong message — and best to let a professional florist be your guide.
“Whether you’re celebrating love’s special holiday with your significant other, family, best gal pal, or yourself, gifting a Teleflora Valentine’s Day bouquet, thoughtfully hand-arranged and hand-delivered by a local florist, is the perfect expression of love and appreciation,” said Danielle Mason, Teleflora’s vice president of consumer marketing.
The campaign was developed by The Wonderful Company’s in-house creative team, Wonderful Agency, in partnership with director Lorena Medina and led by executive creative director Mayumi Tatsuta. “On Valentine’s Day, there are so many gift-giving options that compete for the spotlight,” Tatsuta said of her inspiration. “The best way to cut through the clutter and show your love in a meaningful way is by gifting a thoughtful Teleflora bouquet, because flowers say it best.”
“Flowers Say It Best” is an extension of Teleflora’s overarching “Love Out Loud” brand platform, which launched during Christmas 2017 with an 8- by 50-foot flower wall on the National Mall in Washington, D.C. It consisted of 1,000 bouquets, which were free to passersby. They disappeared to reveal the message, “Love Out Loud,” which Teleflora described as “a rally cry to overshare and a call to arms to stop holding back, to take a risk, and go beyond the expected when sharing your love with others.”
Katie Hendrick Vincent is SAF’s senior contributing writer and editor.
