Iglika Ghouse, founder and CEO of USPAAH, told Refinery19: "The campaign draws on funny anecdotal experiences of our own lives as strong independent business leaders, wives, partners and girlfriends. We stand by our advert wholeheartedly and we’re busy planning our next set of campaigns. Just because it is 2017 [it] does not mean couples don’t argue and as far as we are aware it's still ok to receive a gift as part of an apology."