The Valentine’s Day Ad

ABOUT 70 PERCENT OF MOVES take place from May through September. Because Bellhops is a year-round business, the creative and marketing teams are always looking for additional periods when people make the kind of life changes that require a new place to stay.

Through a completely unscientific Google search, I found several articles noting that many people end relationships in February and March.

I thought, If people are breaking up, one of them has to move out. So what if we created a Valentine’s-themed ad that offered a 10 percent discount to people moving in together and a 20 percent discount to people moving out?

I believe all ads, in addition to promoting a product or service, should seek to create a high potential for amusement and a relatively low potential for annoyance. This concept hit that sweet spot for me.

Designer Livy Hoskins created this GIF. I wrote some copy I can’t find at the moment. The marketing team was on board. It was all scheduled to go. And then it was killed at the last minute because…I don’t know. Probably something someone said at a board meeting sometime.