R/GA and The Ad Council teamedup for “Love Has No Labels,” a three-minute PSA about bias and diversity.
To create the PSA, they set up a large X-ray screen in Santa Monica on Valentine’s Day and had people of all genders, races and ages embrace behind the screen and then step out to reveal their identities, catching the crowd’s reaction in the process. The spot opens on two skeletons of unspecified origin kissing behind the screen. As they each emerge on separate sides, it’s revealed that they are both women and the crowd’s surprised reaction tells you something about why R/GA and The Ad Council are working on this campaign in the first place.
“We decided to take this on because we felt it was very important to encourage people, all Americans, to examine their unconscious biases,” Lisa Sherman, president and CEO of Ad Council, told Adweek. “As much progress as we’ve made as a country, we absolutely still have more work to do.”
The spot launches a year-long campaign that includes partnerships with Human Rights Campaign and the Anti-Defamation League.
Credits:
Client: Ad Council
Campaign: “Love Has No Labels”
Agency: R/GA
Production Company: Persuade Content