Card brand thortful launches weirdly cute Valentine’s campaign by isobel

THORTFUL Dolphin valentines campaign

UK online greeting card marketplace thortful has launched its first major integrated campaign that illustrates the true potential and impact of giving the perfect card to the right person, and it’s weirdly oddball and funny, oh, and cute.

Thortful campaign

The campaign, by independent creative agency isobel, launches with its first TV ad, for Valentine’s Day, with the brand line: ‘that’s really really really really really really really thortful’.

‘Dolphin’ features a couple who break into their unique language of love (dolphin noises, obviously), triggered by one giving the other a thortful Valentine’s Day card.  

The spot breaks in a Channel 4 Premier Break partnership on 25 January at 10pm, during Davina McCall’s Language of Love.  

During this initial campaign phase, thortful will launch its new ‘really really’ sonic branding, with three different film versions appearing in the same ad break.

The wider integrated campaign will then run across broadcast TV, VOD, radio, social and digital channels. The media is planned by Mostly Media.

The campaign was written by isobel’s Tom Dyson and Lance Boreham, and the TV commercial was Directed by Mike Maguire, through Outsider.

Pip Heywood, Chief Commercial Officer at thortful, said: “It’s been a delight to raise our first thump at brand response with isobel & Mostly Media.

“In a short space of time, we’ve got a brand idea & media strategy that gives us reems and reems of campaign grist (and helps us have a lot of fun along the way).

“It’s been wonderful to see how the entire business has rallied behind it.

“In the sea of sameness for our category, we’re pretty confident this will punch through.  Well done to the entire crew.  Valentine’s Day, here we come!”.

Rob Fletcher, Executive Creative Director at isobel, said: “thortful are a unique card and gift company”.

“A company that really gets what the person in the street wants, an emotional connection. We wanted to produce advertising that is as unique and ultimately as thoughtful as thortful are.”

Thortful is an online marketplace, offering thousands of unique cards created by small independent designers, as well as heartfelt gifts.

The company was founded and is owned by entrepreneur Andy Pearce, who previously founded PowWowNow.

Thortful hired isobel in September 2021, following a competitive pitch process.