'Love Has No Labels' Celebrates a Diverse America in Independence Day Ad
Campaign Is Fronted by WWE Star John Cena
Editor's Pick
The Ad Council's "Love Has No Labels" campaign (which went viral last year with its video featuring skeletons behind a screen) strikes out against implicit bias once again in an Independence Day video urging Americans to celebrate their diversity.
In the video, created by R/GA and directed by MJZ's Rocky Morton, wrestler John Cena is walking through a Stars and Stripes-strewn neighborhood and starts by asking the viewer to picture the average American, then poins out that their picture might be skewed by bias. He first explains that the "average" American is actually female, as women make up 51% of the U.S. population. What's more, large numbers of Americans are Latino, disabled, lesbian, Muslim, senior citizens, African-American and so forth.
The message is that if patriotism is about loving your country, then to love America is to love all Americans. Central to the campaign is a social media photo tool that aims to create a portrait of a diverse America. The ad encourages people to upload a photo of themselves to the Love Has No Labels campaign website, where it will be combined with other users' images to create an animated sequence of gif portraits. Users are encouraged to share them across social channels with the hashtag #WeAreAmerica.
An advisory board of nonprofit partners, including The Perception Institute, Southern Poverty Law Center and the Anti-Defamation League, worked with the Ad Council to ensure that the PSA represented diverse perspectives and addressed the issue of implicit bias.
The campaign's brand partners include founding partners The Coca-Cola Company, PepsiCo, Procter & Gamble, Unilever and State Farm, and more recent partners Google and Johnson & Johnson. The campaign also includes support from the likes of Facebook, Twitter, Buzzfeed and WWE. Through a Facebook ad unit, people can visit LoveHasNoLabels.com and share their #WeAreAmerica photo. Twitter launched a custom Love Has No Labels emoji (available through Aug. 4) for #WeAreAmerica or #LoveHasNoLabels. When the hashtags are used in a tweet, a custom emoji of diverse clasped hands will appear.
Credits
- Date
- Jul 04, 2016
- Brand :
- Ad Council
- Client :
- Ad Council
- Agency :
- R/GA
- Director :
- Rocky Morton
- Production Company :
- MJZ
- Director, Client Services :
- Priscilla Natkins
- Senior Vice President, Campaign Management :
- Heidi Arthur
- Vice President, Campaign Director :
- Trace Danicich
- Campaign Director :
- Jenn Walters
- Assistant Campaign Manager :
- Madeline Miller
- Public Relations and Social Media Manager :
- Shirley Yeung
- Senior Vice President, PR :
- Ellyn Fisher
- Senior Vice President, Digital and Social Media :
- Ellyn Fisher
- Global Chief Creative Officer :
- Nick Law
- Vice Chairperson :
- Nick Law
- Executive Group Director :
- Eric Jannon
- Executive Group Director :
- Chris Northam
- Associate Creative Director :
- Thomas Darlow
- Associate Creative Director :
- Rene Van Wonderen
- Associate Creative Director :
- Lucia Orlandi
- Associate Creative Director :
- Paul Wood
- Associate Creative Director :
- Eduardo Quadra
- Associate Creative Director :
- Shashank Raval
- Senior Visual Designer :
- Bethany Kennedy
- Designer :
- Ria McIlwraith
- Experience Designer :
- Tessa Ndiaye
- Junior Art Director :
- Emily Uram
- Junior Copywriter :
- Lukas Pearson
- Executive Campaign Producer :
- Jeff Skutnik
- Digital Producer :
- Lucas Dennison
- Group Director, Strategy :
- Dylan Viner
- Director, Strategy :
- Dave Surgan
- Senior Social Strategist :
- Emily Kearns
- Strategist :
- Amy McEwan
- Technical Director :
- Micah Topping
- Lead Architect :
- Josh Hansen
- Quality Assurance :
- Steve Tsai
- Senior Software Engineer :
- Wade Wojcak
- Global Chief Marketing Officer :
- Daniel Diez
- PR Director :
- Suzanne McGee
- Business Affairs Director :
- Stephen Bernstein
- Executive Production Director :
- Kat Friis
- Post Producer :
- Leanne Diamond
- Senior Content Producer :
- Ashlye Vaughan
- Business Affairs Manager :
- Joanne Rotella
- Still Photographer :
- Shima Green
- Business Affairs Coordinator :
- Madeline Gioia
- Art Producer :
- William Morel
- Associate Producer :
- Danielle Sessler
- Production Assistant :
- Shakirah Tabourn
- Executive Producer :
- Emma Wilcockson
- Line Producer :
- Larry Shure
- Director, Photography :
- David Lanzeberg
- Editorial Company :
- Rock Paper Scissors
- Editor :
- Dan de Winter
- Original Music :
- Human Worldwide
- Original Music :
- Phillip Glass
- Color :
- Nice Shoes
- Colorist :
- Chris Ryan
- Flame Artist :
- Nice Shoes
- Flame Artist :
- Jason Farber
- Mix :
- Nylon Studios
- Mixer :
- Dave Robertson
Need a credit fix? Contact the Creativity Editors
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