The NFL has teamed up with The Ad Council and advertising agency R/GA to create a video in the “Love Has No Label” series using a “Kiss Cam” to highlight the different faces of love.

The ad features two same-sex couples, including a survivor of the Pulse nightclub shooting last June that took the lives of 49 people in the Orlando gay club. The ad was reportedly shot at the Pro Bowl, which was held in Orlando this year.

Alexandra Bruell of the Wall Street Journal said the ad is a step in the right direction for the NFL.

While the NFL’s brand isn’t featured in the spot, it centers on professional football imagery and is a chance for the league to burnish its image after a string of controversies, including rising concerns over concussions, the “deflategate” legal saga, and the recent refusal by San Francisco 49ers quarterback Colin Kaepernick and other players to stand during the National Anthem in protest of police brutality.

The NFL logo, and the logos of various NFL teams, are seen throughout the video that was shot at last month’s Pro Bowl.

It’s great to see the ‘Kiss Cam’ used for good. Various teams have gotten rid of its usage because of how it has become a source of forced embarrassment. This was neat to see.

Take a look at the ad, above, and try to keep a dry eye.