The Ad Council has released the latest iteration of its Emmy-Award winning “Love Has No Labels” campaign. With the backdrop of current division and escalating hate, the new creative developed pro bono by R/GA offers a more hopeful reality–one grounded in the idea that even in the most difficult times, love can triumph over hate. And in sheer numbers, it already has as reflected in this PSA titled “Love Leads,” which points out that while hate is loud and gets clicks, it collectively musters 308 million online mentions–compared to 2.3 billion for love.
“Love Leads” attempts to reframe the conversation around hate to showcase the power of choosing love, which can have a profoundly positive ripple effect on a community.
“The Love Has No Labels campaign platform continues to be a testament to the important work from the Ad Council,” said R/GA global chairman and chief creative officer Tiffany Rolfe. “Through the lens of our shared humanity, this latest PSA has never been more important–with hate constantly filling our social feeds–something our diverse team is unfortunately all too familiar with. It’s vital to remind all those affected by hate that there is an abundant amount of love out there. We are honored to continue this essential work with the Ad Council.”
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Credits
Client The Ad Council Agency R/GA Tiffany Rolfe, global chairman & chief creative officer; Ari Halper, global executive creative director & head of creative excellence; JJ Lim, group creative director; Han Lin, group executive design director; Rowan Mansfield, Corey Thorn, Peter Toutant, Pawel Rokicki, Flavio Montiel, creative directors; Fabio Barros, Olivia Simone, associate creative directors; Colin Hodges, Andrey Ter-Grigorian, sr. creatives; Elizabeth Kenney, sr. designer; Jesse Sarfan, strategy director; Sunny Lee, associate strategy director; Jade Lutale, associate strategist; Katie Joyce, analyst; Jeff Skutnik, VP, executive production director; Ozzy Uzcategui, exec producer; Shakil Uddin, Erica Jensen, executive production directors; Leonardo Jesus, executive content producer; Pedro Coelho, Luanda Farinha, sr. content producers; Livia Massei, editor; Felipe Mahlem, creative director; Gustavo Tadini, Francisco Beraldo, Kenji Watanabe, animators. Editorial Cartel Nate Katz, Tony Wang, editors; Evyn Bruce, exec producer; Rocco Campanelli, producer. Music & Sound Machine Matej Oreskovic, exec producer; Michalis Anthis, sr. sound designer & composer; Andi Lewis, sr. producer. Motion Design Transformer Emily Stave, producer. Color Grade House Post Connor Bailey, colorist.
Once again, this holiday season, BBDO New York and the American Red Cross have launched a campaign underscoring the urgent needs of families disrupted by disasters--something that occurs every eight minutes across the country, over 7,000 times during the
holidays alone.
Running on TV and online through December, the campaign include this PSA titled “Packing,” directed by Anthony Frattolillo via One Free Play. The spot begins with a family that appears to be preparing for a trip. But the mood shifts dramatically when it is revealed the reason they are really packing is an imminent wildfire, and that they are evacuating to a Red Cross shelter. The spot ends with a call to action: “They’re relying on us. We’re relying on you. Please donate.”
BBDO associate creative director Nicole Dombey shared, “I experienced an evacuation as a child, and I’ll never forget the quiet confusion of that moment. As a team, we wanted to capture that mix of innocence and uncertainty families feel in those moments.”
Director Frattolillo stated, “I’ve packed that same car three times, sat in that same traffic jam, worrying about my safety and the safety of my family, thinking we might not see home again. So when we made this film, I wanted people to feel what that moment is really like, the fear, the uncertainty, and the hope that someone will be there when you need them most.”
