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'We are America', say major brands

News, 05 July 2016

NEW YORK: The latest work from the Ad Council, launched for Independence Day, is a pointed message about the nature of patriotism which has been backed by major brands.

Produced by R/GA, the three-and-a-half minute long video sees wrestler John Cena walking down a small town main street musing on the diversity of the US in terms of gender, age, race, sexuality, religion, as part of the latest Love Has No Labels campaign.

"Almost half the country belongs to minority groups," he points out. "What's more American than the freedom to celebrate the things that make us, us?"

The Coca-Cola Co., PepsiCo, Procter & Gamble, Unilever, State Farm, Google and Johnson & Johnson are among the partners who are funding the campaign and who will promote #WeAreAmerica content across their own brand channels.

That will involve ongoing support during the rest of the year with both on- and offline activations which will include events, social influencer programs, social messaging and employee engagement among others.

As well as brands, media owners, including Facebook, Twitter, Buzzfeed and WWE, are lending their support. In all, the 'Love Has No Labels' campaign has received nearly $27m in donated media.

"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," said Lisa Sherman, president and CEO of the Ad Council.

"We're so proud to continue the 'Love Has No Labels' message as part of the July 4 holiday and throughout the year," she added in remarks reported by Adweek.

"'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."

Data sourced from Adweek, ; additional content by Warc staff