You too can be Fabio this Valentine’s Day

For the first time in five years, the Diamond Trading Co. is doing a national Valentine’s Day ad campaign. Each ad, from JWT, shows a classic romance-novel image, with an average joe’s face somewhat comically superimposed on the face of the romantic hero. The idea is to get guys to buy right-hand rings for their ladies. (This is assuming the ladies haven’t already bought them for themselves.) Promotional copy explains: “This Valentine’s Day you won’t need a chiseled chest, rippling biceps or a European accent to be the romantic hero for the woman you love.”