Like Nikon, Honey Maid and Tiffany & Co. before it, Hallmark is the latest company to release an advertisement directed at same-sex couples.

The ad shows two women, Eugenia and Corinna, who are asked to describe the first time they met and fell in love. They are then asked to “go beyond ‘I love you'” and describe their feelings for each other without using the word “love.”

The video is part of the company’s wider “Put Your Heart to Paper” campaign, which is being rolled out in time for Valentine’s Day.

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It’s a marked departure from Hallmark’s usual protocol. The company drew criticism in 2013 after it released a Christmas ornament that read: “Don we now our FUN apparel.” It later apologized for switching out the word “gay.”

“We’ve been surprised at the wide range of reactions expressed about the change of lyrics on this ornament, and we’re sorry to have caused so much concern,” Hallmark said in a statement. “We never intend to offend or make political statements with our products, and in hindsight, we realize we shouldn’t have changed the lyrics on the ornament.”

H/T: Adweek.