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.