Ad of the Day: Dreamy Interflora spot celebrates flower power
Titled ‘Say More,’ the campaign was created by Peckham-based creative collective Calling.
With its first brand campaign in four years, Interflora is hoping for an injection of new energy. The one-hundred-year-old flower delivery service has unveiled a 60-second film following an intertwined cast of characters navigating life’s diverse and imperfect journey. From joy to grief. Family ties to heartbreak and reconciliation. Moments of true emotional depth - witnessed by the hand-made flowers that helped bring them about.
“Today’s technology and social media platforms have created a communication paradox. We’ve never been more “connected,” and yet with a rising mental health and loneliness epidemic, we’ve never felt more alone,” said Josh Tenser, executive creative director at Calling.
“‘Say More’ reminds us that beneath all the clicks and likes - we have a profound and powerful need to connect at a human level. Especially at the times in life when seeing each other and finding communion really matters. We’re proud and grateful to have partnered with an iconic brand like Interflora to help rekindle their importance in the lives of the British public. Our message is as old as time - and indeed has never been more timely.”
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The project was created in collaboration with Somesuch and director Jazmin Garcia. Media was planned by Craft Media and bought by Yonder Media.
“Extensive customer research and a fast-changing market meant change was needed for our 100-year-old brand to remain relevant and loved,” added Caroline Adams, head of marketing at Interflora.
“Once we were clear on our key brand challenges and how to address them, we knew we needed a creative partner who understood Interfora’s purpose and could align with it. After a thorough pitch process, the team at Calling came out on top. They really challenged us to see things in a new light,”
“Calling drove the strategy process to develop our new brand platform, Say More. It’s the perfect platform to align all consumer communications and activities under and perfectly layers up to help us address our brand challenges and communicate our point of difference.”
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To coincide with the TV ad, there’s a dramatic out-of-home element, in-house digital and social activity.
Read our interview with the agency and the brand on the making of this campaign.