‘Love Has No Labels’ Celebrates Valentine’s Day With Joyous Kiss-Cam Stunt at NFL Pro Bowl

R/GA 'Fans of Love' salutes all forms of love between all people

Headshot of Tim Nudd

The Ad Council’s original Emmy-winning “Love Has No Labels” skeletons campaign was filmed on Valentine’s Day in 2015, and rolled out a few weeks later. Two years on, we have R/GA’s latest installment in the acclaimed series celebrating inclusiveness and diversity—this one rolling out on Valentine’s Day, having been filmed at the NFL Pro Bowl in January.

The new 2:40 video has some inspired fun with a longstanding tradition at sporting events, the Jumbotron kiss cam, which finds couples in the crowd and encourages them to kiss. This time, though, the kiss cam is used, in the Ad Council’s words, as a “symbol for unbiased love” by featuring all forms of love—friendships, families and romantic relationships—across race, religion, gender, sexuality, ability and age.

The stunt begins with a fun bit of misdirection, as the first couple encircled by the kiss cam’s heart shape are a man and a woman. But the man then turns to his right and kisses his actual partner, who is a man—to cheers from the crowd.

The rest of the video, titled “Fans of Love,” continues in a similar way, featuring all sorts of real people and relationships as a way to celebrate diversity and promote inclusion.

Setting the video at the NFL Pro Bowl emphasizes the truly American nature of inclusion and acceptance of difference at a time when those values are plainly under attack. It also signals a commitment by the NFL to uphold those values, a week after the league aired a spot (from Translation) during the Super Bowl that encouraged Americans to find common ground amid the political strife of the times.

” ‘Fans of Love’ is the next powerful and timely part of our ongoing ‘Love Has No Labels’ campaign,” said Nick Law, vice chairman and global chief creative officer at R/GA. “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.

The campaign points to lovehasnolabels.com, which features a quiz to help people examine their own biases and resources on how to take actionable steps to rethink those biases. An interactive “Fans of Love” video will present relevant campaign facts and links to educational content to audiences as they are watching the film.

The campaign taps into the expertise of six leading nonprofits—the Anti-Defamation League, Southern Poverty Law Center, Human Rights Campaign, American Association of People with Disabilities, AARP and Perception Institute—and features brand sponsors including PepsiCo, P&G, State Farm, Unilever, The Coca-Cola Company, Bank of America, Google and Johnson & Johnson, who will promote “Fans of Love” content across their channels.

@nudd Tim Nudd is a former creative editor of Adweek.