Milka’s “Most Tender Selfies” is a great ad, evident in its 87.89 EiA score. The 2 minute Valentine’s Day spot, developed by Del Campo Saatchi & Saatchi, sees an older generation fiddle with our newfangled technology to take their first selfie. Now, usually, I turn off at the slightest mention of Valentine’s Day (that’s a whole other story); however, Milka and Saatchi & Saatchi managed to escape the trap of trite, overly lovey-dovey themes that surround the controversial holiday. The content is presented in a refreshing way - it feels authentic - not to mention the elderly couples (one of which has been together for over 60 years!), they’re just too cute!