Launching our first campaign with thortful
Noise Media is excited to launch our first piece of work with thortful, a Valentine’s campaign that introduces Mrs Thortful, the calm, confident hero who always knows exactly what to say.
Thortful has built a brand people genuinely love. Powered by thousands of independent creators, it’s the place people go when they want a card that feels personal, thoughtful, and true, not generic. Our job at Noise Media is to take that spirit and turn it into a clear, scalable brand platform that shows up consistently at the moments that matter most.
The Idea
The insight behind the advertising campaign is simple: most people know how they feel, but struggle to put it into words, especially when the pressure’s on. Valentine’s Day is one of those moments.
Enter Mrs Thortful. She steps in when you’ve left it late, don’t know what to say, or just want to get it right. Confident, reassuring and quietly brilliant, she’s a character designed to bring thortful’s personality to life in a way that feels warm, useful and instantly recognisable.
“Mrs Thortful is a way of making thortful’s value really clear,” says Beau Lyons, Creative Director at Noise Media. “She’s not just funny — she’s genuinely helpful. A character who saves the day and gives the brand a confident, human presence.”
What we’re building with thortful
This Valentine’s launch is the first step in a broader platform we’re building with thortful — one that creates consistency across campaigns, channels, and key gifting moments throughout the year.
Mrs Thortful isn’t a one-off. She’ll return as Mother’s Day and Father’s Day approach, becoming a familiar face when people need help saying something that matters.
“There’s a huge opportunity to build on the emotional connection people already have with thortful,” says Samantha Harris, Global Strategy Director at Noise Media. “Our role is to sharpen the brand, connect it to performance, and help more people discover the perfect card at exactly the right moment.”
Bringing creators to the forefront
At the heart of the platform is thortful’s community of independent creators. Every card starts with a real person, a real idea, and a real point of view — and that’s something we’re committed to celebrating through the work.
From social and paid to BVOD and influencer, we’re helping thortful show up with a clearer voice, stronger storytelling, and creative that feels recognisably thortful wherever you see it.
“Working with Noise on our first campaign together has been incredibly exciting. Mrs Thortful is rooted in a very real human tension we see every Valentine’s Day–when feelings are clear, but the words suddenly aren’t.. As the campaign goes live, we’re excited to see how people connect with the character and recognise themselves in those moments of pressure. Thortful exists to cut through the beige and help people say what they actually mean – with humour, honesty, and a bit of edge. This campaign captures that spirit perfectly: warm, human, and unmistakably thortful.” Sarah Pearce, Marketing Director.
This is just the start. More work will roll out across the year as we continue to build a brand platform that helps people say what they really mean — with a little help from Mrs Thortful, and a bit of Noise.
