We've all seen kiss cams at major American sports games and maybe some of you have even wished that it found its way to you and the one you love. But, unless you're in a heterosexual relationship, chances are those operating the camera haven't considered stopping on you. Last year, a couple made NHL history after being the first pair of gay men to share a moment on the kiss cam.
In a new PSA from the Ad Council, the kiss cam became unbiased and was completely transformed as part of their Love Has No Labels campaign. For the PSA titled "Fans of Love," the Ad Council filmed live at the NFL Pro Bowl in Orlando in January, putting a twist on the kiss cam you're used to seeing. Instead of aiming at heterosexual couples in hopes they'll share a special moment on camera, the kiss cam featured all forms of love. It scanned to audience to find friends, families, and couples across different sexualities, races, religions, genders, ages, and abilities.
"Fans of Love" features real people and relationships to celebrate diversity and promote inclusion, according to a press release, and the reactions of surprise and support from NFL fans in the audience are authentic.
"We noticed that [the kiss cam] was often focused on traditional notions of love," Chris Northam, an executive creative director at R/GA, an agency that worked on the PSA, told The Wall Street Journal. "We thought, what if we could showcase a more modern take? We hope it does cause conversation and, more than anything else, that the fans embrace this message and help spread this movement."
"By becoming aware of our own biases, we can work to end bias in ourselves, our families, our friends, and our communities," the video's description says.
Because our society is so diverse, it's beautiful to see something as symbolically American as a football game celebrate inclusivity. In perhaps a time when we need it more than ever, the PSA helps to send the message that love has no boundaries.
"On Valentine's Day 'Fans of Love' highlights that love has the power to bring people together regardless of our differences — a message that is more important now than ever," Lisa Sherman, president and CEO of the Ad Council, said in the press release. "We hope that this new creative will encourage all of us to reflect on our own biases and the role we can play in creating a more accepting and inclusive world."
"The NFL is strongly committed to diversity and inclusion. We are proud to be working with the Ad Council on their Love Has No Labels campaign," Anna Isaacson, senior vice president of social responsibility of the NFL, added.
"Fans of Love" is part of the Love Has No Labels campaign which aims to get people understand their own unconscious biases and learn about the resources available to help them take actionable steps to challenge those biases. To learn more, visit lovehasnolabels.com.