A new installment to the Emmy-winning “Love Has No Labels” campaign from Valentine’s Day 2015, this ad was shot at the NFL Pro Bowl and leverages the popular kiss cam on the Jumbotron screen but features diverse targets for all forms of love—friendships, families and romantic relationships—across race, religion, gender, sexuality, ability and age.
The first couple captured in the heart of the kiss cam (a man and woman) appear to be an "accident" when the man turns to his right and then kisses his actual partner who is a man. The crowd cheers.
This continues, and ends on two women -- one wearing a shirt that says Orlando Survivor in rainbow letters. They share a long, romantic kiss. Later, one is quoted as saying "Love is about WHO you are, and not WHAT you are."
A series of dashed-line boxes surround several of those featured, noting that "Love has no" religion, age, gender (featuring the male couple), disability and race.
"'Fans of Love’ is the next powerful and timely part of our ongoing 'Love Has No Labels' campaign,” Nick Law, vice chairman and global chief creative officer at R/GA, told Adweek. “Set at a great American event, the Pro Bowl, it’s a reminder that diversity and acceptance is America at its best. Our agency is proud to be involved in continuing this important message.”
“The NFL is strongly committed to diversity and inclusion. We are proud to be working with the Ad Council on their Love Has No Labels campaign,” added Anna Isaacson, the NFL senior vice president of social responsibility.
Adweek reports that the Anti-Defamation League, Southern Poverty Law Center, Human Rights Campaign, American Association of People with Disabilities, AARP and Perception Institute all assisted with the ad, which also features brand sponsors including PepsiCo, P&G, State Farm, Unilever, The Coca-Cola Company, Bank of America, Google and Johnson & Johnson. The companies will also promote “Fans of Love” content across their channels.