This Canadian spot for romance novel publisher Harlequin doesn't make any apologies about the kind of literature its readers enjoy; it's escapism, pure and simple, and perhaps something to treat yourself with at the end of a long hard day.
That's illustrated by a storyline in which a woman daydreams, in her office cubicle, after a day's drudgery that it's now "Helen o'clock." Suddenly a guy from every romance novel cliche invades the office -- the billionaire taking her to Monte Carlo, the hunky fireman, suave doctor, strong cowboy -- carrying Helen and her colleagues off to the world of Harlequin. It's all fun, ridiculously over-the-top stuff, perfect for the genre.
The ad is by BBDO Toronto and is directed by Ben/Dave of Partners Film, Toronto. There's also a print and social media campaign that centers on the different romantic Harlequin archetypes.