The 2017 Pro Bowl in Orlando saw a moving and heartfelt version of the traditional Kiss Cam thanks to a campaign that celebrates inclusiveness and diversity.
For the uninitiated, the Pro Bowl is the all-star game of the National Football League (NFL). It sees the best players in the American Football Conference (AFC) go up against those in the National Football Conference (NFC), and while it was the AFC that triumphed this year (by 20 points to 13), there was one particular highlight that offered some love to proceedings.
Kiss Cams are commonplace at American sporting venues, but the ‘Love Has No Labels’ campaign is a result of a collaboration between the Ad Council and the NFL made with Valentine’s Day in mind. The video was used as an opportunity to highlight the vast and varying forms of love rather than sticking to the conventional, and featured ‘real families, couples and friends across different races, religions, genders, sexualities, abilities and ages.’
It’s not the first time the Ad Council have been involved in such a scheme. Two years ago their skeleton campaign by the same name was filmed on Valentine’s Day and rolled out a few weeks later.
The campaign points to lovehasnolabels.com, which features a quiz to help people examine their own biases and resources on how to take actionable steps to re-evaluate the way they think. An interactive ‘Fans of Love’ video will present relevant campaign facts and links to educational content to audiences as they are watching the film.
You can support the campaign, share the love and join the conversation by using the hashtag #LoveHasNoLabels.