HMV will launch its biggest Valentine's push to date this weekend with a TV ad campaign.

The 60-second ad, which breaks this weekend alongside a national press campaign, follows the success of HMV’s classic movie TV ads, which ran last Christmas.

The Valentine’s ad shows a montage of memorable scenes from blockbuster hits including Breakfast at Tiffany's, Dirty Dancing and Sex And The City. The ad will close with the caption: “The films you love for the one you love.”

The entertainment giant has also developed Valentine’s branding, including changing the v in HMV to a heart.

HMV marketing director Graham Sim said: “Valentine’s Day is becoming an increasingly important gifting event within the trading calendar, which is reflected by the fact this is our largest-ever campaign.”