Pro-Bowl's Kiss Cam Becomes Powerful Statement About Love In All Forms

‘Fans of Love’

For a new Love Has No Labels campaign, the Ad Council and NFL joined forces to create the best Valentine’s Day PSA we’ve ever seen.

This video is so amazing.

The footage was shot at this year’s Pro Bowl in Orlando. But this wasn’t just any Kiss Cam footage. The PSA used the Kiss Cam to highlight love — in all its forms. Watch:

“Kiss cams have been a part of sports culture for years,” the ad begins. “At the 2017 Pro Bowl in Orlando they became a part of something bigger.”

The PSA took an opportunity to highlight love’s different forms, using the traditional Kiss Cam. The video, called “Fans of Love,” highlights the many forms of love, to celebrate diversity and inclusion.

The spot diverts away from the usual man-and-woman kiss cam to show a variety of different relationships: there are same sex couples, bi-racial couples, and varying friendships. Near the end of the video the duos speak on what it is about the other person that makes them special:

Our love gets better every day.

Our friendship has no religion.

Love is about who you are, not what you are.

I don’t see a wheelchair, I see the love of my life.

Each relationship highlighted is met with a roar of the crowd. Just try to get through this without crying. The ad ends directing viewers to lovehasnolabels.com, which has a quiz to help you examine your own biases and outlines steps you can take to rethink those biases.

“‘Fans of Love’ is the next powerful and timely part of our ongoing ‘Love Has No Labels’ campaign,” Nick Law, vice chairman and global chief creative officer at R/GA told AdWeek. “Set at a great American event, the Pro Bowl, it’s a reminder that diversity and acceptance is America at its best. Our agency is proud to be involved in continuing this important message.”

This is just a win — all around.

Love has no labels.