In its first work from newly-appointed Adam & Eve/DDB, U.K. frozen potato brand McCain's films a selection of real-life families enjoying dinner (or "teatime" as it's known in some U.K. homes) and edits the clips together skilfully to make a spot that's fast-paced and fun. The agency, and director Neil Gorringe of Moxie Pictures, enlisted 10 real families from across the U.K. to appear in the campaign and filmed their mealtimes unscripted. Some are seated at the table, some in front of the TV, but all are interacting with each other and appear to be having a great time. Final Cut editor James Rosen's skillful editing and a majestic soundtrack help pull it all together as a glorious celebration of family life.

McCain says it wants to "reframe teatime" with the ad and show that family meals, though moms perceive them as chaotic, are often where "the good stuff happens."