Love Has No Labels

Why it works

A technology demo that became the first PSA ever to win the commercial Emmy. On Valentine's Day 2015, a giant 'X-ray' screen in a public square showed skeletons kissing, hugging and dancing; as each couple stepped out — interracial, same-sex, elderly, disabled — the crowd's assumptions were exposed along with the bias the campaign targeted. The skeletons weren't X-rays at all but live motion-capture, rendered in real time. The film gathered tens of millions of views within weeks and won the 2016 Emmy for Outstanding Commercial. It is studied for making an abstract subject (implicit bias) physically visible, for participatory staging where the live audience's reaction is the script, and as the modern benchmark for Ad Council work reaching entertainment-level scale.