The subgenre of gay-affirming ads and PSAs has grown rapidly in recent years, with entries from companies like Honey Maid taking the Internet by storm. But with this video from the Ad Council, called “Love Has No Labels,” we may have reached a high point, at least in terms of cleverness. In the spot, a giant X-ray screen shows various couples at the skeletal level, dancing and kissing, as curious crowds gather out front. Then, the couples walk around the sides of the screen to reveal themselves—some are queer, some straight, some of different races, some differently abled, etc. It’s a small point—if we can get past our surface prejudices, love looks the same—but one smartly made.