For Valentine’s Day, Burger King is letting singletons trade in a picture of their ex for a burger. As young people increasingly eschew traditional celebrations of love, brands are looking beyond heart balloons and roses to make Valentine’s Day messaging more relevant.

Many brands recognise that evoking laughter is a sure-fire way to get people’s attention – but that’s easier said than done. Canvas8 spoke to Caleb Warren, a marketing professor at the University of Arizona, to learn about the difficulties of using humour in ads and how this impacts brand loyalty.

Once reserved solely for romantic gestures, Valentine’s Day is taking on a whole new meaning for people who are embracing a single lifestyle. Tapping into this, Coors Light has launched a campaign encouraging young Americans to reject ‘cuffing season’ and choose to adopt a dog instead.

For many Britons, Valentine’s Day has become a commercial con. However, as attitudes to relationships are shifting, some are choosing instead to demonstrate their love for their friends, family or themselves, while others are searching for personalised gifts and experiences for their partner.