Nursery chain Mamas & Papas has moved to depict modern family life in its latest advertising campaign, eschewing the traditional nuclear family in favour of single parents and same sex couples.
Alongside the customary image of a heterosexual couple and their children the ads include images of single and same sex parents with their babies alongside the motto ‘How we roll’.
Intended to promote a new pushchair the ads will launch internationally from the weekend across online, billboard and in store channels.
Brainchild of Olivia Robinson, creative director and youngest daughter of the nursery chain’s owners, the campaign is intended to ‘celebrate the diversity and individualism that form the makeup of the British modern family.’
Speaking to the guardian Robinson said this wasn’t a mere one-off but would inform the direction of future campaigns. She said: “It is certainly not just a publicity stunt – it comes from a belief that parents are changing. We haven't done much advertising recently, but prior to this our adverts tended to feature the beautiful Italian woman with the beautiful Italian man and the beautiful child."
The latest stats from the ONS suggest that there were 8,000 same-sex UK families in 2011, compared to 2m lone parents and 5.5m heterosexual couples.
Not every territory will be handled in the same way however, adverts featuring the gay couple will not be displayed in Saudi Arabia.