Ad Council: advert-body-2 by R/GA

The Ad Council’s groundbreaking “Love Has No Labels” campaign is back for a third year with a video that puts an American pastime front and center: the kiss cam.

Called “Fans of Love,” the video - which was filmed during the NFL Pro Bowl at Orlando’s Camping World Stadium last month - features a kiss cam scanning the crowd to find couples to feature on the jumbotron. The camera initially lands on a man and a woman, but surprises the crowd when it quickly readjusts to feature two men who embrace and kiss.

Throughout the rest of the film, the kiss cam goes on to feature other real couples, families and friendships that embody the mantra “Love Has No Labels.” Some of the real people featured in the video are two Special Olympians who are best friends, an Orlando Pulse shooting survivor and her girlfriend, and a multiracial family.

The film, which was created in partnership with R/GA, is set to the song “Show Me Love” (Skrillex Remix) featuring Chance the Rapper, Moses Sumney, Robin Hannibal by Hundred Waters.