Coca-Cola is part of a coalition of brands partnering with The Ad Council and R/GA to launch a series of PSAs explaining that to love America is to love all Americans.
WWE Superstar John Cena is featured in “We Are America”, released on Independence Day. The long-form video and TV spot are part of the Love Has No Labels campaign, which promotes acceptance of all communities regardless of race, religion, gender, sexual orientation, age or ability.
In the film, Cena is seen walking through a diverse neighborhood while talking about how the real average American is likely different than the person viewers may imagine. By enumerating some of the many labels Americans proudly use to define themselves – Latino, disabled, lesbian, Muslim, senior citizen, African American and others – the video concludes that to love America is to love all Americans.
“This campaign sends an important message of acceptance that truly embodies the spirit of America,” Cena said.
“At a time when it feels hard for our country to find common ground, we need to remind audiences that to celebrate America is to celebrate all Americans. We’re so proud to continue the Love Has No Labels message as part of the July 4th holiday and throughout the year,” said Lisa Sherman, president and CEO of the Ad Council. “‘We Are America’ illuminates what we already know – that Americans today cover the full spectrum of age, sexuality, ability, race and religion. And this message is just as important now as ever.”
An advisory board of nonprofit partners, including The Perception Institute, Southern Poverty Law Center and Anti-Defamation League, lent their expertise to ensure that the PSAs represented diverse perspectives and addressed the issue of implicit bias. In addition to the TV and online videos, the integrated campaign includes out-of-home and print advertising, all of which are running entirely in time and space donated by the media.
John Cena on the set of the PSA shoot.
John Cena on the set of the PSA shoot.
The campaign also launched a Portrait of America photo tool allowing fans to create custom GIFs that highlight the diversity of America. Love Has No Labels encourages users to submit their own photos which are combined with others' images to create an animated sequence of portraits. The GIFs will reflect the true diversity that makes up America today and users are encouraged to share them across social channels using the hashtag #WeAreAmerica.
The Coca-Cola Company and other brand partners – including PepsiCo, P&G, Unilever, State Farm, Google and Johnson & Johnson – are supporting “We Are America” by promoting content across their channels. In addition to funding the campaign, brand partners will show their support during the year through on and offline activations including, social influencer programs, social messaging, employee engagement, events and more. The campaign also includes support from key partners including Facebook, Twitter, Buzzfeed and WWE.
Love Has No Labels, a digital-first campaign, launched in February 2015. The initial video, filmed on Valentine’s Day, featured real people in diverse relationships spanning different backgrounds and encouraged viewers to question their assumptions of what constitutes friendship, romantic love and family. Since its debut on Upworthy, it has been viewed more than 160 million times, making it the second-most-viewed video of 2015. According to a recent Ad Council survey, more adults report discussing discrimination and prejudice and saying that they are regularly accepting and inclusive of others. Learn more at Love Has No Labels’ website and join the campaign’s social communities on Facebook, Twitter and Instagram.
More on Journey
- Water for Life: Youth-based NGO Raleigh Borneo and Coca-Cola Malaysia Provide Clean Water to Rural Communities in Sabah
- Muhtar Kent Remarks: U.S. Water Partnership 2017 Water Leader Award
- Supporting Women's Economic Empowerment in the U.S.
- Global Developers Turn to Social Art to Help Give Communities Access to Safe Water
- 10 Years of Switching Off: How Earth Hour Became a Global Movement