The Ad Council has unveiled the latest addition to its Emmy‑winning “Love Has No Labels” campaign
The new PSA, “What Makes Us Human,” centers on real, unstaged moments of people celebrating, comforting and supporting one another, regardless of differences. The message is simple but timely: what makes us different will never change what makes us human.
The new creative arrives as 91% of Americans say a lack of respect and courtesy is a growing problem, and 84% believe people treated one another with more respect in the past. This message of hope is exactly what we all need. Rather than focusing on our differences, the campaign highlights our shared humanity using real examples of intentional everyday acts of kindness happening all around us to remind audiences that connection is still deeply human and instinctual.
Developed pro bono by R/GA, the work features found footage set to FACESOUL’s song “Love,” using the iconic “Love Has No Labels” dashed square to frame moments where shared humanity matters more than differences.
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Credits
Client Ad Council Agency R/GA Tiffany Rolfe, global chairman, chief creative officer, Ari Halper, global executive creative director & head of creative excellence; Han Lin, group executive design director; Bridget Hildebrandt, Peter Toutant, creative directors; Evan Vosburgh, associate creative director; Bruno Vespoli, Ren Hom, Carsyn McKenzie, Marissa Clifford, sr. creatives; Yael Cesarkas, SVP, executive strategy director; Kaitlyn Frysztak, executive strategy director; Alexis DeBrunner, Chassey Reyes, Jesse Sarfan, strategy directors; Sunny Lee, associate strategy director; Eli Mavros, group creative director; Pilar Sahagun, content producers, postproduction. Janaina Kam, Luanda Farinha, sr. content producers; Jesse Brihn, VP, head of content production; Joan Amorim, sr. video editor; Hernan Armocida, video editor; Juan Manuel Valdes Pineyro, sr. motion designer; Isac Rodriguez, sr. animator; Guilherme Tollmeiner, VFX supervisor; Junion Xis, color grading; Leonardo Jesus, director, postproduction; Shakil Uddin, director, content production; Victoria Bennet, Tatiana Pinheiro, executive content producers; Augustus Cook, VP, head of brand design, Americas; Bridget Hildebrandt, creative director, visual design; Evan Vosburgh, associate creative director; Bruno Vespoli, sr. art director. Partners Locomotive Content Dustin Paglighi, founder & CEO. Getty Images Sam Pagan, sr. account exec. Audio Roy Harter, audio mix; Sheila Morris, voiceover; Song: “Love” by FACESOUL.
Tropicana has launched “Give Life Some Juice,” a masterbrand campaign created in partnership with creative agency FIG. The campaign moves away from traditional category tropes to a lush, immersive tropical world that reflects the uplifting feeling of being transported to the tropics with every sip of Tropicana juice.
The work was developed alongside production house RESET directors Dorian & Daniel and animation studio Untold, who used hyperrealistic CGI to create a distinctive visual world that blends cutting-edge technology with human craftsmanship.
Set to the track “UP!” by Forrest Frank and Connor Price, this :60 hero spot, “Up,” opens with a sloth hanging from an orange tree in the rainforest, reaching for a bottle of Tropicana 100% Orange Juice. Instantly rejuvenated, he leaps into a world that comes alive around him, moving through the lush landscape and interacting with fellow animals, all with a renewed sense of swagger and confidence.
“There’s a reason electricity is nicknamed ‘juice.’ It makes things happen. We took that cultural truth and reimagined it through a more emotional lens, focusing on the feeling of uplift that only Tropicana can bring,” said Mark Figliulo, founder and creative chair at FIG. “Instead of leaning into category conventions, we built an entirely new world that’s expressive, character-driven and rooted in the tropics to show how even a small moment can transform your day.”
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