Hallmark makes an unusual stumble with its Brand

Currently Hallmark is running commercials about Valentine's Day, specifically promoting their talking/signing cards. Specifically, there is a scene in a school cafeteria where three girls show what cute things thei rmoms did for them for Valentine's Day. The first put tiny little heart stickers all around an apple, the second girl's Mom had made a bologna sandwich on whole wheat bread cut like a heart. But the third girl -- her mother gave her a hallmark signing card with Mylie Cyrus.

Of course the cafeteria screams on cue with envy and the little girl with the heart-studded apple is crestfallen.

This figures in brand digital because I saw it in HDTV. Hallmark is about relationships not about competition and making people feel badly.