Commercial appeal

WATCH: These ads went totally gay for Valentine’s day

Showing the LGBTQ community some love in the advertising game has become mainstream in recent years, marking a new era of public consciousness and mirroring advancements in the struggle for equality.

With a new administration in the U.S. whose attitudes towards that struggle are murky at best, companies that choose to feature queer themes do so at the risk of antagonizing the government.

For that reason, they should be applauded even more when they do the right thing and celebrate diversity.

Here’s a roundup of Valentine’s Day ads that are hitting all the right notes this year:

1. Mercedes Australia 


The fight for marriage equality still wages on in Australia, where Mercedes has charmingly shown that “love is love” — and, apparently, a tiny Mercedes hubcap.

2. Hallmark Signature


A recurring theme is celebrating our diverse stories, and Hallmark made us well up just a little bit with this sweet ad showing there is not such thing as “ordinary love.”

3. Lush Cosmetics

What better way to relax in these troubling times than with a sudsy bath? Lush Cosmetics has some suggestions for bathing together, and they’ve included same-sex couples in a super cute new ad campaign.

4. Minola Cooking Oil


File this one under “unexpected,” but this Filipino company tugged at our heartstrings in just the right way with an intimate look at the perfect date.