The upcoming Valentine’s Day has sparked a new conversation about traditional gift-giving norms, particularly when it comes to the age-old practice of giving flowers. DoorDash, in collaboration with agency Gut, has taken an unconventional approach to this romantic tradition with its latest campaign, challenging the stereotype that flowers are exclusively meant for women.

The campaign’s centerpiece is an animated ad that humorously delves into the idea of men receiving flowers not in their afterlife but while they are still alive to appreciate them. The ad cleverly uses a cemetery setting and witty computer-generated effects to convey its message, advocating for a shift in the way society views the act of gifting flowers.

According to DoorDash’s Executive Creative Director, Mariota Essery, the campaign aims to disrupt the traditional narrative surrounding the gift of flowers on Valentine’s Day and encourages everyone to expand their love languages. The ad features an original song and presents various male perspectives via animated photos on tombstones, emphasizing the sentiment that flowers should not be reserved for a man only in his memory.

Furthermore, the campaign aligns with recent polls indicating that 61% of men express a desire to receive flowers for Valentine’s Day. This statistic is complemented by projections from Statista, forecasting that Americans will spend a substantial $2.6 billion on flowers for the upcoming holiday, marking a significant increase from the $1.7 billion spent in 2010.

As the holiday approaches, DoorDash’s campaign serves as a timely reminder to break free from gender stereotypes and embrace a more inclusive approach to gift-giving. By challenging expectations and advocating for a broader expression of love, the campaign sets the stage for a Valentine’s Day that celebrates love in all its forms.