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<\/p>\n\u2018Fans of Love\u2019 Ad Offers Incredibly Moving Twist on the Kiss-Cam : WATCH<\/b><\/p>\n
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The Ad Council has partnered with both the NFL and creative agency R\/GA to produce the latest offering from the \u201cLove Has No Labels\u201d campaign that features a \u201ckiss-cam<\/a>\u201d highlighting diversity in couples<\/a> and pairings. It was released to coincide with\u00a0Valentine\u2019s Day this week and centers on the audience at the Orlando Pro Bowl football game in January.<\/p>\n Their 2015 viral video used x-ray imagery<\/a>\u00a0to demonstrate the innate nature of love no matter its gender identity, sexual orientation, race or age. This time around, it uses the familiar sports phenomenon of a \u201ckiss-cam<\/a>,\u201d in which a camera<\/a> pans over the stadium searching for couples<\/a> to zoom in on and flash onto the Jumbotron big screen to prompt them\u00a0to kiss for cheering fans, to put the spotlight on nontraditional duos. It begins by centering a heart-shaped overlay on a man<\/a> and woman<\/a> in the crowd, but then switches over to the left so the man<\/a> could kiss his male<\/a> partner to his right instead. The twist is greeted with applause and cheers.<\/p>\n The crowd then shows its appreciation in turn for an older African-American straight couple<\/a>, a lesbian<\/a> couple<\/a>\u2014one of whom is wearing an Orlando survivor<\/a> t-shirt\u2014as well as two young men<\/a>\u00a0with Down\u2019s syndrome who hug each other warmly. The video<\/a> is accompanied by this message:<\/p>\n For years, kiss cams<\/a> have been a big part of American sports culture. This year, Love Has No Labels puts a twist on the kiss cam<\/a> by turning it into a symbol for unbiased love. In the stadium, fans cheered for love in all its forms \u2013 regardless of race, gender, disability, age or religion.<\/p>\n Love Has No Labels is a movement to open our eyes to unconscious bias. While the vast majority of Americans consider themselves unprejudiced, many of us unintentionally make snap judgments about people based on what we see \u2013 whether it\u2019s race, age, gender, religion, sexuality, or disability. By becoming aware of our own biases, we can work to end bias in ourselves, our families, our friends, and our communities. Rethink bias at www.lovehasnolabels.com<\/a>.<\/p>\n With the NFL demonstrating its willingness to put pressure on Texas<\/a> against the passage of an anti-transgender bathroom bill, and its collaboration in the shooting of this video<\/a>, it is providing an example of\u00a0how cultural influences\u2014even those sometimes problematically associated with toxic masculinity\u2014can step in even when political setbacks seem to threaten progress. The ad\u2019s creators provided\u00a0their own insights<\/a> into the video<\/a>\u2019s origins:<\/p>\n \u201cThe message is not political, it\u2019s apolitical,\u201d said Eric Jannon, an executive creative director at R\/GA, adding that the campaign was more than a year in the making. \u201cWe\u2019ll keep embracing diversity regardless of what\u2019s going on in the White House.\u201d<\/p>\n \u201cI do believe that releasing this piece of film at this moment in time will be incredibly powerful,\u201d said Ad Council CEO and President Lisa Sherman. She is hoping that all the people \u201clooking for images and messages of coming together\u201d will boost the latest version of the campaign.<\/p>\n \u201cWe noticed that [the iconic kiss cam] was often focused on traditional notions of love. We thought, what if we could showcase a more modern take?\u201d said Chris Northam, another executive creative director at R\/GA who worked on the spot. \u201cWe hope it does cause conversation and, more than anything else, that the fans embrace this message and help spread this movement.\u201d<\/p>\n<\/p>\n The post \u2018Fans of Love\u2019 Ad Offers Incredibly Moving Twist on the Kiss-Cam : WATCH<\/a> appeared first on Towleroad<\/a>.<\/p>\n