Hallmark’s #PutYourHeartToPaper Campaign Is Gay-Inclusive

Eugenia and Corinna

Still from Hallmark ad.

We live in a moment when including gay people in coporate advertising campaigns is a pretty safe (and often beneficial) move. But while including a flash of a gay couple eating chips or taking medicine in a montage might not be that impressive anymore, making a whole mini-doc about an adorable lesbian couple and including it in your Valentine’s Day materials is notable. Hallmark has done just that as part of its #PutYourHeartToPaper card-pushing campaign, and it’s pretty great.

The video features Eugenia and Corinna, a two-year couple, who tell the story of how they met and then are asked separately to describe their feelings for each other without using the word love. They then look at the tape together, and you might just have to seek out some tissues. People often joke that Hallmark invented Valentine’s Day for cynical profit, but there’s something authentic in seeing real love expressed, especially when queer love makes the cut.