Adweek called Teleflora’s video ad a worthy addition to the trend toward inclusive advertising.
Media magazine and website Adweek named Teleflora’s “What Is Love?” video “Ad of the Day” on Feb. 1, calling it a “rich bouquet of human experience.”
The video ad attempts to answer the title question with a montage of loving moments between a couples of all ages, races and sexual orientation showing all kinds of love: first love, lifelong love, the love between a mother and her baby and best friend love.
Writing for Adweek, David Gianatasio calls the ad “a smart move for a brand whose stock in trade is delivering floral messages of affection that must be as inclusive as possible.” Gianatasio also gives props to the ad’s director and editor for “building to an emotional payoff that’s not the least bit sappy, and for keeping the sales message mostly in the background.”
Executive Vice President and head of marketing David Dancer said Teleflora is promoting the video through its free channels (Teleflora.com, email, social media and press outreach) as well as through paid placements in top designated market areas, promoted social media posts and a YouTube buy.
The video ad is part of Teleflora’s Valentine’s Day 2016 “What Is Love?” campaign, which “honors the holiday by celebrating every one-of-a-kind love in your life,” according to a company release. Teleflora is using social media to invite the public to share loving sentiments at #WhatIsLove. It’s also launching a new “love note concierge” service where a team of “professional love note experts” will be on hand for love note writing guidance, “sharing the power of kind and thoughtful words and to reinforce the loving sentiment behind the power of gifting flowers.”
“What is Love” is Teleflora’s second video ad, and less the tear-jerker than its first, “Ryan’s Unforgettable Mother’s Day Delivery to Mom,” which also won industry acclaim, as YouTube’s top ad for April 2015 and among its most viewed ads worldwide. The “Ryan” video was the first of four videos Teleflora unveiled for Mother’s Day last year.
