'We Are America' PSA featuring John Cena extends Ad Council's 'Love Has No Labels' campaign

'Love Has No Labels' has launched its newest video, 'We Are America,' in celebration of not only Independence Day in the US, but the diversity that makes up the country.

WWE mega-star John Cena is featured in the three-and-a-half minute video that celebrates love and acceptance of all communities regardless of race, religion, gender, sexual orientation, age and ability. It is supported by a wide-ranging digital campaign, including an opportunity for people to submit photos to demonstrate the diversity that makes up America.

The campaign is, once again, being led by The Ad Council with significant creative support from R/GA and overall backing from brands including campaign-founding partners the Coca-Cola Company, PepsiCo, Procter & Gamble, Unilever and State Farm. Google and Johnson & Johnson joined this campaign, with the former adding greater reach and impact of the PSA.

“I am proud to be part of The Ad Council’s 'Love Has No Labels' campaign, ‘We Are America’,” said WWE Superstar John Cena. “This campaign sends an important message of acceptance that truly embodies the spirit of America.”

In February 2015, the first installment of the 'Love Has No Labels' campaign launched, celebrating diverse relationships spanning different backgrounds. It was a smash hit, with over 160m views, making it the second most-viewed video of 2015 — it also made the rounds on the awards circuit, scooping up many well-deserved accolades.

The latest push is designed to encourage Americans to define their love of country as love of all Americans and to challenge the assumptions of what defines an 'average' American — likely different from the person imagined. The spirit of inclusiveness is evident in the labels that Americans use to define themselves — Latino, disabled, lesbian, Muslim, senior citizen, African American and others.

“At a time when it feels hard for our country to find common ground, we need to remind audiences that to celebrate America is to celebrate all Americans. We’re so proud to continue the Love Has No Labels message as part of the 4 July holiday and throughout the year,” said Lisa Sherman, president and chief executive of The Ad Council.

"‘We Are America’ illuminates what we already know – that Americans today cover the full spectrum of age, sexuality, ability, race and religion. And this message is just as important now as ever.”

To ensure that the PSAs represented the right diverse perspectives and addressed the issue of implicit bias, The Ad Council enlisted The Perception Institute, Southern Poverty Law Center and Anti-Defamation League.

As in previous work, R/GA put the full weight of the agency forward and included several of its highest-level creatives and leaders.

"It's a privilege for us to continue working with The Ad Council. Like last year, the power of the campaign came from its honesty. To celebrate the real America is to celebrate the real people that make up this country," said Nick Law, vice chairman, global chief creative officer, R/GA. “As someone who moved to the US 22 years ago, I've benefited from the openness and generosity of this country. And it's this inclusive spirit that now makes me proud.”

Upworthy featured the campaign on its social channels yesterday and the fully-integrated campaign includes support from Facebook, Twitter, Buzzfeed and WWE, driven by the #WeAreAmerica hashtag. In addition to Cena’s participation, WWE will leverage its global platforms including WWE Network, television broadcasts, live events, and digital and social media to support the campaign. To date, the campaign has received nearly $27m in donated media.

Credits:

Ad Council

Priscilla Natkins, EVP, Director of Client Services

Heidi Arthur, SVP, Campaign Management

Trace Danicich, VP, Campaign Director

Jenn Walters, Campaign Director

Madeline Miller, Assistant Campaign Manager

Ellyn Fisher, SVP, PR and Social Media

R/GA

Nick Law, Vice Chairman, Global Chief Creative Officer

Eric Jannon, Group Executive Creative Director

Chris Northam, Group Executive 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, Associate Creative Director

Bethany Kennedy, Senior Visual Designer

Ria McIlwraith, Designer

Tessa Ndiaye, Experience Designer

Emily Uram, Junior Art Director

Lukas Pearson, Junior Copywriter

Cindy Pound, Executive Production Director, Campaign

Jeff Skutnik, Executive Campaign Producer

Lucas Dennison, Digital Producer

Dylan Viner, Group Director, Strategy

Dave Surgan, Strategy Director

Emily Kearns, Senior Social Strategist

Amy McEwan, Strategist

Micah Topping, Executive Technology Director

Josh Hansen, Lead Architect

Steve Tsai, Senior QA Engineer

Wade Wojcak, Senior Software Engineer

Daniel Diez, EVP Global Chief Marketing Officer, Executive Management

Suzanne McGee, Director, PR

Stephen Bernstein, Director, Business Affairs

Kat Friis, Executive Production Director, Content

Leanne Diamond, Post Producer

Ashlye Vaughan, Senior Content Producer

Joanne Rotella, Senior Manager, Business Affairs

Shima Green, Stills Photographer

Madeline Gioia, Coordinator, Business Affairs

William Morel, Art Producer

Danielle Sessler, Associate Producer

Shakirah Tabourn, Production Assistant

Production Company - MJZ

Director - Rocky Morton

Executive Producer - Emma Wilcockson

Line Producer - Larry Shure

Director of Photography - David Lanzeberg

Editorial: Rock Paper Scissors

Editor: Dan de Winter

Original Music: Human, Phillip Glass

Color: Nice Shoes, Chris Ryan

Flame: Nice Shoes, Jason Farber

Mix: Nylon Studios, Dave Robertson

Doug Zanger

Doug Zanger is the Americas editor for The Drum. He leads the Americas editorial team’s content activity in the growing region. Based in Portland, Oregon, he is committed to sharing the most meaningful stories that benefit the global industry and its people. A Minnesota native, Zanger has covered a wide range of brands, issues and personalities, including Aloe Blacc, Seu Jorge, Wendy Clark, Susan Credle, Dan Wieden, Jeff Goodby and more. Fiercely dedicated to diversity, equality and talent, he has interviewed several women in leadership roles through his Exceptional Women of the World podcast.

All by Doug