As we get closer to Valentine’s Day, the Ad Council has teamed up with Amazon Ads to help to redefine love. Launching February 1, people all over the world will be able to ask “Alexa, what is love?” to hear others’ interpretations of love and be inspired to take action in their own communities. This marks the latest installment of the Ad Council’s Emmy Award-winning “Love Has No Labels” campaign.

The campaign includes this documentary-style film directed by Rodney Lucas, a Brooklyn, NY-based documentarian who hails from the southside of Chicago. The film delves deeper into the lives of the people featured in Alexa’s new response, and how acts of love have helped them, and others, feel more included. In one instance, when a person asks Alexa about love, they will hear the voice of Dianne, a community leader and volunteer, who responds: “My love is in the safe space I create for Black women.” Other voices and stories are also heard.

Credits

Client The Ad Council Heidi Arthur, chief campaign development officer; Sheri Klein, VP, campaign development; Jenn Walters, VP, campaign director; Felicia Carmichael, director of media, social and emerging; Ariana Lee, assistant campaign manager. Creative Amazon Ads--Brand Lab Jolanta Aerts, creative director. Amazon Brand Lab Sim LeCompte, sr. copywriter; Carrie Schaer, executive producer; Stephanie LeBlond, sr. program manager; Rob Alley, head of Amazon Brand Lab, Telco & Entertainment; Alison Tintle, creative director, Amazon Alexa personality; Will North, associate creative director, Amazon Alexa personality; Robby Marston, sr. design technologist; Cassandra Krul, sr. UX/motion designer. Production Fanciful Films Rodney Lucas, director; Natalie Hill, exec producer.

 

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