People spend a great amount of time looking for the perfect way to break the ice with the person they like. But, very often, they end up overcomplicating things. Cornetto, a brand that has been talking about love for decades, wanted to remind their target that sometimes it's better to keep it simple by launching their new global brand positioning: "Don't try too hard". Its radio campaign, proves this point by telling real stories about famous romantic poets, who were born with a gift for words and with the natural talent to make everything sound very lovely and romantic. But in all of these cases, beautiful words wasn't enough to find love. Because all of them died alone.