It took me a few seconds to figure out what was going on in this campaign. Then the penny dropped. And I realised that I will definitely need this service at some stage in my life. In fact, I think all men can relate to this ad. Forgotten that anniversary? Caught checking out your hot neighbour? Skipped that fancy dinner to watch football with the lads? Fear not, a bunch of forgiveness flowers are only seconds away.

I’m not sure what women will make of this campaign. I’m sure they’re not too happy to admit that a bunch of flowers will cause them to forgive and forget, no matter what the problem. However, its quite blatant that this is designed to give the lads a laugh and make them aware of a service that otherwise they would normally never spare a thought for.

It reminds me of whenever you see a clip of a man getting a hit to the groin, and the synchronized sigh that all the men in the group let out. In a moment of madness, these women are threatening to destroy our most prized possessions. Be it: the wine collection we’ve spent years accumulating, the model boat we’ve meticulously slaved over, or the chopper we restored back to top condition, this ad touches all classes of men.

While most flower companies might try to encourage us to pre-empt this situation and send flowers on time or before an incident, 123 Fleurs understands that this is a wasted message to men. It simply goes in one ear and out the other. Instead, they’re our friendly neighbourhood flower bearers, right there when we need them after the inevitable screw up. They get the nod as the newest addition to my speed dial.

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