Romance isn\u2019t dead, but for some of the brands marketing around Valentine\u2019s Day this year, it got something of a reality check.<\/p>\n
DoorDash created a \u201cBad Boyfriend Bootcamp\u201d ad where low-effort partners were instructed on how to order flowers. Sweethearts Candies updated the phrases on its heart-shaped candy with realisms like \u201csplit rent\u201d and \u201ccook for 2\u201d to be relevant \u201cfor love in this economy.\u201d Just a few days after Valentine\u2019s, Reformation debuted a new collection with divorce attorney to the stars Laura Wasser, complete with a \u201cDump Him\u201d sweatshirt. And JCPenney held an \u201cEx-Change,\u201d with attendees able to swap jewelry from past relationships for something new.<\/p>\n
Romance is still very much in, with brands creating short-form dating series on social media and shows like Heated Rivalry <\/em>breaking through the stratosphere. But some marketers are looking to create counter-programming in an effort to reflect the feelings of anyone who isn\u2019t in the mood for love. It\u2019s not an entirely new idea\u2014remember the viral Vogue essay questioning if having a boyfriend is embarrassing?\u2014but some brand marketers are finding power in exploring the fact that some romantic expectations don\u2019t always match up to reality. (There\u2019s a great scene in the oft-misunderstood rom-com 500 Days of Summer<\/em> using splitscreen to demonstrate as much.)<\/p>\n \u201cWhat\u2019s happening in culture today is that [romantic] relationships are continuing to get more and more openly examined,\u201d Megha Parikh, executive strategy director at VML, told us, adding that some brands are choosing to reflect that.<\/p>\n \u201cIn order to draft off the pop-culture fun of Valentine\u2019s Day,\u201d she said, \u201cyou can\u2019t fake it.\u201d<\/p>\n For some brands, reflecting the realities of the gift-giving expected around Valentine\u2019s Day offers a relatable way into the holiday.<\/p>\n That\u2019s what DoorDash did with \u201cBad Boyfriend Bootcamp,\u201d which rolled out last week on social media starring comedian Ziwe and reality star West Wilson. The spot is a cheeky riff on Full Metal Jacket<\/em>, with Ziwe in the role of drill instructor for a crop of identically dressed bad boyfriends to reflect the realities of gift giving for the holiday.<\/p>\nAll too real<\/strong><\/h2>\n