Finally, a Valentine's Day celebration we can all get behind.

Hallmark has paved the way for the card industry… if the card industry is a thing where the way gets paved….

Until now, the greeting card industry has been seriously lacking in equality and instead likes to utilise boring gender stereotypes. Go into any card shop and you’re faced with trucks and superheroes for boys, fairy tale characters and glitter for girls and standard, generic, man-and-a-woman designs for relationships.

But slowly, something started changing.

Blank cards became more popular, with gender neutral designs prevailing over stock-standard, stereotypical trash. And with Valentine’s Day approaching, the biggest card creator of them all has released a landmark campaign that features a lesbian couple.

Hallmark’s new “Put Your Heart to Paper” campaign focuses on Eugenia and Corinna, who have been together for two years.

You can watch it below. (Post continues after video).

The ad shows the couple, filmed separately, talking about their relationship and how they first met. They are then thrown a question that’s pretty hard to answer: How do you describe your feelings for her without using the word love?

Their answers are funny, raw and enough to make even the most cynical person sort of like Valentine’s Day.

It’s not the first time Hallmark has catered to the LGBTQ community – their line of same-sex wedding cards was released in 2008 – but it sets an incredible example for other companies to follow.

Bravo Hallmark.