In new Sweethearts campaign, till death do us part no longer holds weight [Video]

This Valentine’s Day, the iconic candy brand Sweethearts turns serious in its Commitment Hearts campaign. 

Upon scanning specific heart candies such as “Marry Me,” “Move In?” and “4Ever Ever?,” consumers can hire a moving service through Piece of Cake Moving & Storage, get married online through Courtly or purchase matching heart-shaped gravestones, respectively. 

Yes, really.

Tombras worked alongside Sweethearts for Commitment Hearts. Tombras chief creative officer Avinash Baliga said that both companies wanted the “seriousness of this year’s hearts to come across.”

“For 100 years, you could give this ‘Marry Me’ out to anybody, and it means nothing, right? It’s just a frivolous little candy kids give each other,” Baliga told Campaign. “This year, when you give it, it’s going to have serious implications, because you can literally get married right that second.”

In an effort to convey the seriousness of the heart candies’ messaging, the 45-second spot incorporates an almost-intentional creepiness to Sweethearts’ …