Many men find Valentine’s Day a hassle, says Heineken. Reason for the brewery to come to the men’s aid.

This year, Heineken flew a plane with a romantic message over Amsterdam on Valentine’s Day. The agency behind the campaign, TBWA\NEBOKO, explains: Men who registered by SMS received a notification when the plane was nearby. All they had to do was make sure their Valentine looked up at that moment. And then of course receive the compliments for this very special, personal Valentine’s gift.