A new spot from U.K. food brand McCain references, among other things, Brexit as one of the "differences" in British families as it continues its "We are Family" campaign.

The campaign, by Adam&Eve/DDB, kicked off in 2017 with a spot that celebrated diverse families, including gay dads, divorced parents and grandparents that look after kids. 

The new spot depicts 10 real-life families. It starts off by asking, "How much do we really have in common?" before pointing out that there can be "big differences..small differences...Leave and Remain kind of differences."

There are also "cat lovers and dog people," "screen timers and digital detoxers" and those who would rather eat "vegan cheeseburgers" than traditional ones. But, the ad emphasizes, debate is healthy, as long as you all sit down to dinner together to talk about it (preferably with a side helping of McCain fries). Once again, the emphasis is on diversity; the spot features a Down's Syndrome child and a family with two fathers as well as people from different races and religions.

Once again, the spot features narration by well-known sitcom actor Ricky Tomlinson. Finn McGough at Knucklehead directed.

The campaign is running across TV, cinema, digital, print media and OOH. It'll be complemented by a PR campaign via Freuds featuring content focused on the various families depicted in the ad.