The National Football League partnered with The Ad Council and R/GA to promote its “Love Has No Labels” campaign from the Pro Bowl in Orlando, FL.
The ad shows the “kiss cam” from the January all-star game with various types of couples kissing.
One of the women featured in the ad is a survivor of a shooting last year at Orlando’s Pulse Nightclub.
Chris Northam, executive creative director at R/GA, said of the ad, via The Wall Street Journal:
“We 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? … We hope it does cause conversation and, more than anything else, that the fans embrace this message and help spread this movement.”
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