Leading up to Super Bowl LIII, Borshoff’s advertising team will share their favorite ad or ad campaign of all time.
When I think of why certain ads appeal to me more than others, one component is consistently present.
They evoke emotions. They make me feel something, which facilitates a bond with the brand and motivates me to do something. My favorite example of this is the “Love Has No Labels” campaign from the Ad Council.
The first video of skeletons embracing, kissing and dancing before they come out from behind the screen to reveal a diverse group of humans elicits powerful emotions. The campaign could have easily ended there, but instead the Ad Council followed up with two more spot-on executions, “We Are America” and “Fans of Love.” These ads continue the work of fueling a culture of unbiased love and furthering Ad Council’s mission for all Americans to treat one another respectfully and fairly.
In the world today, we have too many loud and powerful voices spreading a message of hate and discrimination. We could all use more ads like “Love Has No Labels.”