McCain removes gay couple from 'We are Family' advert

A month after it rolled out, McCain has decided to delete parts of its 'We Are Family' advert which featured a gay couple.

The ad has been trimmed to 30-seconds from the original 60-seconds to now only show a working mum and hands-on grandma.

According to the Guardian, the couple, Lee and Mat Samuels-Camozzi, faced homophobic abuse on social media after appearing in the advert.

However, a McCain spokesperson has denied that their removal from the ad was a result of the abuse.

“Our campaign is all about celebrating the diversity of family life and not everybody’s a normal family," the company said.

"There’s only so much you can say in 30 seconds. We’re still promoting them, they’re in the posters and we’ve got them on social media.”

The creative was developed from the insight that half of British people don't think popular culture reflects the reality of modern families. Research 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.