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WATCH: Gay dads kiss and share love story in new Valentine’s campaign from Hallmark

WATCH: Gay dads kiss and share love story in new Valentine’s campaign from Hallmark

'When you want to get the kiss', tell them what they mean to you, says the new Valentine's campaign from Hallmark

Same-sex smooches feature in a new online campaign from greetings card company Hallmark.

The company’s #CareEnough campaign features several videos of real-life couples talking about their relationships. In each film, one partner gives a card to the other in which they express how much they mean to them.

Touched by the feelings expressed, kisses are exchanged. The campaign’s tagline is simply ‘When you want to get the kiss’.

To Hallmark’s credit, this is not the first time it has used same-sex couples in its campaigns. For Valentine’s Day in 2015, it ran an online film featuring a lesbian couple. It also produces card for same-sex couples around Mother’s Day and Father’s Day.

This year’s campaign features gay dads Jason and Robert, and female couple LaParis and Karisia.

An increasing number of major brands have used same-sex couples in recent advertising campaigns, including Tylenol, Wells Fargo, Airbnb and MassMutual.

Hallmark’s latest campaign may be considered to push the envelope, given that it doesn’t shy away from showing gay people kissing and showing affection to one another – something that other brands have largely resisted.

There are signs that this may be changing. In Australia, an advert for men’s grooming product Lynx featured a brief same-sex kiss last year. A Christmas advert for Nordstrom also featured a blink-and-you-miss-it kiss between two men.

In a statement about the campaign, Rob Reeder, Hallmark marketing manager of greetings, said, ‘Valentine’s Day prompts people to care enough to say what’s truly in their hearts.

‘As demonstrated by this campaign, our Valentine’s Day cards help people find the words to express themselves in a deeper, more meaningful way than with a text or post.

‘Hallmark seeks to help people emotionally connect, in every life, every day. With this campaign, we are highlighting the ‘every life’ aspect of our mission, as we share the caring stories of all kinds of couples because love is love.’

Hallmark has been running for over 100 years and employs more than 30,000 people worldwide. It scored the top mark of 100 on the most recent Corporate Equality Index from Human Rights Campaign Foundation – an index of companies according to their LGBT-friendly practices and policies.

The campaign was welcomed by Ian Johnson, CEO of LGBT marketing consultancy, Out Now.

‘This is a Masterclass in marketing effectively: LGBT people are naturally included as part of the brand’s vision of its customers. This is a good use of ‘love’ as an element, being relevant to the product. That is the only ‘watch out’ from us: other brands too often shoehorn ‘love’ into LGBT communications for all kinds of products where it is not relevant – but that’s not the case here. Great work by Hallmark.’