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Moonpig is gearing up for Valentine's Day with a decidedly un-romantic spot.

"Dear Louisa, my beloved, my snuggle bunny," the TV ad begins as Louisa reads a card at her desk, before showing the creative process behind the card.

"Any day with you is paradise," Louisa’s partner writes in bed while she (aggressively) sleeps beside him.

The work was created by Haley Koehn and Whitney Tam, and directed by Jack Cole through Sonny London. It is supported by radio and social activity, and marks Creature’s second work for Moonpig since winning the account last September.

Last year, Moonpig launched its "Heartfelt can happen anywhere" campaign to promote the brand’s personalised Christmas cards.