'Love Has No Labels' Celebrates a Diverse America in Independence Day Ad

Campaign Is Fronted by WWE Star John Cena

By Alexandra Jardine. Published on Jul 04, 2016

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 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.

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Jul 04, 2016
Ad Council
Rocky Morton
Production Company:
EVP Director of Client Services:
Priscilla Natkins
SVP Campaign Management:
Heidi Arthur
VP Campaign Director:
Trace Danicich
Campaign Director:
Jenn Walters
Assistant Campaign Manager:
Madeline Miller
SVP, Public Relations:
Ellyn Fisher
SVP Digital & Social Media:
Ellyn Fisher
Public Relations & Social Media Manager:
Shirley Yeung
Vice Chairman:
Nick Law
Global Chief Creative Officer:
Nick Law
Group Executive Creative Director:
Eric Jannon
Group Executive Creative 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
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
Strategy Director:
Dave Surgan
Senior Social Strategist:
Emily Kearns
Amy McEwan
Executive Technical Director:
Micah Topping
Lead Architect:
Josh Hansen
Senior QA Engineer:
Steve Tsai
Senior Software Engineer:
Wade Wojcak
Global Chief Marketing Officer:
Daniel Diez
PR Director:
Suzanne McGee
Director of Business Affairs:
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 of Photography:
David Lanzeberg
Editorial Company:
Rock Paper Scissors
Dan de Winter
Original Music:
Original Music:
Phillip Glass
Nice Shoes
Chris Ryan
Nice Shoes
Flame Artist:
Jason Farber
Nylon Studios
Dave Robertson

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