Valentine’s Day and again I am forced to spend the morning clearing the avalanche of envelopes from my hallway. I had no idea HMRC were so sentimental. However, it does set me pondering the role of romance in advertising.

For decades brand marketeers have worked hard to draw a direct link between a product and the possibility of success with the opposite sex (they’ve rarely been brave enough to suggest a connection with same sex relationships outside specialist publications, despite the acknowledged value of the ‘pink’ pound). It’s a proven strategy and certain goods have decided they must be inextricably linked with romantic relationships and are constantly searching for new ways to push that message.

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