This Valentine we are drowning our love in cocktails/harmony
Valentine's Day, the global celebration of love that takes place every year on February 14th, usually brings with it a wave of tacky advertisements aimed at capturing the hearts and wallets of anyone who still believes in love, or at least pretends to.
However, in times of war, the tone, content and message of these advertisements, like the other campaigns that come up these days, must undergo a significant change and adapt to the spirit of the times.
Before we dive into the advertisements of Valentines 2024, it is worth noting another challenge related to this day, and that is the fact that, in fact, the people of Israel even have their own holiday of love, after all, it is Tu Bab. And if St. Valentine was anti-Semitic as the rumors say, then why should we celebrate it at all? Well , when it comes to marketing all means are kosher and so it turned out that even in our tiny country there are love celebrations every year, most of which take place in shopping malls and entertainment centers.
But if these days advertisers and marketing people feel that it's really okay to play on consumer sentiment, even if not all of their audience is currently in a relationship , on days like this when the best of our people, both men and women, are sent to fight for the homeland and it is not known if or when they will return, the insensitivity of such a game cries out to the heavens and is likely not to be well received by consumers.
So if on normal days Valentine's Day advertisements focus on the themes of romantic love, relationships, Friendship and celebration, and images of hearts and roses that symbolize love and passion are everywhere. In times of war, the context in which Valentine's Day advertisements are created and perceived changes dramatically. The mood of the population is affected by concerns for the safety, loss, and well-being of loved ones involved in the conflict.
Indeed, a quick search on the web indicates Because many brands in Israel chose to skip Valentine's ads this year and settle for wordless social media videos, such as Max Stock's:
@max_stock_israel Valentine's is right around the corner.
You are invited to excite the ones you love with heart pastries with chocolate, cream and strawberries???
Ingredients ?
Filas dough (about half a package) 50 g melted butter 125 ml milk 125 ml sweet cream 40 g instant vanilla pudding (half a bag) 5-7 strawberries (depending on size) Method of preparation ???
Spread the dough on baking paper, melt butter in the microwave, and spread on the dough.
Add a slice of dough of the same size on top, and make hearts.
(The rest of the dough can be collected and re-rolled).
and bake for 20-25 minutes in a preheated oven at 190° Turbo.
Cool after baking, and at this time prepare the cream, whip the milk, cream and pudding in a mixer until you get a firm whipped cream and transfer to a piping bag.
Open the dough hearts, spread chocolate, drizzle with cream and place strawberry slices.
Close and sprinkle powdered sugar.
with an appetite ❤️??
#maxstockisrael #maxstock #מקשסטוק #מקשסטוק_ישראל #maxstock_israel #Valentine #Valentines #אפייהביטיט #אפייהזהאהבה ♬ original sound - Max Stock MAXSTOCK ISRAE
Other brands, like Good Pharm, have chosen to use influencers to talk about Valentines so they can elegantly sidestep this charged topic.
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@good_pharm We actually hope his wife does hear!
Crazy Valentine's deals at Good Pharm: VAT-free perfume + chocolates + toiletries? @ayelet.ofir ♬ Original sound - Good Pharm chain
Those who nevertheless chose to launch Valentine's campaigns did so with a lot of sensitivity to the situation.
For example, this Pandora jewelry ad talks about "love is hope," with a very clear reference to the Nova party:
The Valentine campaign of the Israeli brand FIX presents the story of two couples who survived the Nuva party, sitting in pajamas and telling how they met when there is a red spray-painted inscription above them that reminds most of all of the blood left on the walls of the shelters after Black Sabbath.
On a more positive note, a Golberry campaign starring Ilanit Levy managed to crack the challenge in a charming and elegant way when they stopped random people on the street, of course from the entire Israeli spectrum, so they could call their loved ones to say "I love you".
So what actually changed?
First of all, we have seen that the amount of hype surrounding Valentine's Day has dropped dramatically compared to previous years.
The general tone has changed and has become much more respectful, refined and tolerant and above all acknowledges the difficult situation Israelis are in: worried, in pain and without unnecessary money.
We have also seen that the messages have changed.
Although romantic images like hearts and chocolates are not going anywhere, they are combined with elements that symbolize hope, resilience, and national pride.
They no longer shout at us "You must buy her" but offer small gestures of love and the truth, it is much more convincing, even if it means that this year, apparently, we will buy less chocolate and flowers.
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Valentine's Day
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