By Joey Pribyl-Shay 

February 14th is upon us.  It is a day we commemorate Saint Valentine by spending time with our significant other.  We celebrate with bouquets of flowers, boxes of chocolate and heart-shaped candies that taste like chalk.  But I jest, Valentine’s Day is more than just about the cards and the gifts.  The true purpose of Valentine’s Day is to celebrate your relationship with someone you care deeply about and share a special connection with.  Because this special someone has such an electrifying smile that it always occupies your mind, it is easy to forget about those who helped you find that special someone.  That is why we must also cherish the second most important person on Valentine’s Day, the wingman.

For those of you who are unaware, the official definition of a wingman from urban Dictionary is, “a guy you bring along with on singles outings (like to bars) that helps you out with women” [sic].  Often times these agents of love are responsible for finding their friends a suitable partner.  Recently advertisements have been recognizing wingmen’s importance and it is refreshing to see.

Often times the duty of a wingman demonstrates the significance a product can have in a relationship.  Recently there has been a commercial running that has two women and a man waiting for the “wingman.”  Eventually he walks in with Buffalo wings and the party begins. The bearer of the wings is seen as someone who not only brings delicious food, but a fun atmosphere to a date. 

Although wingmen are usually good friends, they do not always have to be people.  Edible Arrangements is a company that creates baskets full of fresh fruit that is shaped like a floral design.  Their most recent campaign sells the idea that the ultimate wingman should be an unconventional and thoughtful gift.  While most men simply buy chocolate, true companions don’t settle for unoriginal gifts.  Instead they give something personal and unforgettably delicious.

Sometimes wingmen must deliver more than just a simple smile.  One of the most impressive acts by a wingman can be seen in Kay Jewelers’ Open Heart commercial.  It shows a soldier talking on a webcam to his son and wife. The son proudly presents his mother with the necklace he helped pick out with his father.  Often times jewelry commercials are the sappiest advertisements, but this one creates an emotional connection to the family. The Military SOS is a website where family members of those who are in the army can share their stories and support.  Several members lauded the legitimacy of the commercial.  They mentioned how they could relate to that feeling of longing for their significant other.  It’s nice to not only see the tangible propaganda for Valentine’s Day, but also the emotions that are evoked from it.

http://www.militarysos.com/forum/during-deployment/429489-commercial-kay-jewelers.html

Valentine’s Day is criticized for being too artificial because of the massive amounts of money spent on gifts.  The reason that gifts are exchanged should not be forgotten though.  It’s nice to have a day dedicated to celebrating our infatuation with someone close to our heart.  Society should not forget about the wingmen though.  As seen in the previous commercials, wingmen are responsible for creating a romantic connection between two people.  So I would like to sincerely thank Cupid and every other wingman for assisting everyone in their quest to find love.

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Written by Ad Buzz

The American Advertising Federation Illinois Chapter brings to you Ad Buzz, a blog dedicated to all things advertising related, from our favorite campaigns to trends going on in the industry.

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