McCain: advert-body-1 by Adam&Eve/DDB

McCain has unveiled a new campaign that positions family life in a non-traditional light. Created by Adam&Eve/DDB, the ad celebrates the family in all its forms by featuring gay dad, a working mum and hands-on grandma. The Royle Family’s Ricky Tomlinson provides the voiceover.

The creative was developed from the insight that half of British people don't think popular culture reflects the reality of modern families. Research also showed that 84% of consumers were unable to recall seeing anything in popular culture that featured a family like their own in over the last six months.