In response to a tweet cursing Valentine's ads, my colleague and Africa marketing editor, Sindy Peters, said she sees a far away future in which the day doesn't exist (responses about capitalist commercialism, evolution and natural selection leading to the death of V-day followed). It seems the original twit, er, poster, isn't alone in their loathing sentiment over ads, as another friend of mine took to Facebook with complaints over V-day radio slots. And while I'm a pseudo-hater (I'll bash the day along with everyone else, but feel absurdly pleased with whatever gift I get), I have to agree with the advertising overkill schtick; in particular, the tackiness of some of the spots. The highlight of my friend's horror was one which went, "Nothing says love more than 50% off..." Who else sees what's wrong with this picture? I can understand that many of us are still watching our pennies, and I'm all for specials and 3-for-2 boxes of chocolate (it's chocolate), but these kind of discount promotionals are cheaper than a rugby team's no. 2 in pleather. Perhaps something like "Nothing says love like a three carat diamond ring, but just so it doesn't send you into financial ruin, we'll give you 50% off," would be more appropriate. Okay, so that would need to be polished but you get my drift. Another classic I saw posted on the social space today was "Sales ad at a store: 'You are my one and only' valentine cards, now on sale: 4 for R5.[sic]" This must have been a joke though; you'd never find cards that cheap in this country. And then of course, a few years ago, there was that line of cards for the other lover that said things like "I wish I met you first" and "One day, it'll just be the two of us". I'm not sure how well that concept took off as I've never seen them again, but hopefully some of this year's ads will follow suit into the black hole of bad ideas, never to be seen or heard again. Still, love it or hate it, however you plan to spend your evening (out on the town with your significant other or at home with the cat) may you have a happy Valetine's Day!

Shan Radcliffe, Retail editor
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