On Valentine’s Day of this year, the Ad Council launched an incredible initiative for its campaign “Love Has No Labels.” The resulting video shot on the Santa Monica Pier has been viewed more than 110 million times — what’s more, it’s the second most-watched social and community activism video in history, per a release on Ad Council’s website.
The message was clear. “Before anything else, we are all human,” the Ad Council writes on the campaign’s website. “It’s time to embrace diversity. Let’s put aside labels in the name of love.” To show this, they constructed a giant screen that masked the identities of participants, instead depicting them merely as skeletons. In this way, they were able to show love in its many forms — friendship, romance, family — completely stripped of any qualifiers, be they race, religion, gender, or age. Love doesn’t know these things, they point out — love knows only love.
LittleThings’ Olivia Romero originally covered the video upon its initial release earlier this year, but Persuade & Influence — the creative team behind the video — has since gone on to win countless awards and recognition, perhaps most notably taking home eight awards at this year’s Cannes Lions International Festival of Creativity.
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