'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.
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
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