U.K. frozen food brand McCain debuted a new campaign today that focuses on family life -- but not just the traditional family that the brand might have portrayed in the past.
The spot, by Adam&Eve/DDB, takes an honest approach and celebrates families of all kinds -- the grandmother that puts you to bed, the working mom, the divorced "weekend dads who pick you up and let you stay up late," the "two daddies" and friends are really like your own blood. The spot also features a diverse racial mix of folks. Actor Ricky Tomlinson, known for popular '90s family sitcom "The Royle Family," provides the voiceover and Finn McGough of Knucklehead directed.
McCain says it is focusing on celebrating real families following research that identified that half of British people don't think popular culture reflects the reality of modern families and also found that 84% of consumers were unable to recall seeing anything in popular culture that featured a family like their own in the last six months.
The brand has also partnered with London's National Portrait Gallery as part of its campaign. Photographer Sian Davey will travel the country photographing a diverse selection of real families that will feature in a pop-up display at the National Portrait Gallery and in out-of-home advertising throughout September.
Mark Hodge, marketing director at McCain, comments in a statement: "At McCain, we welcome the increased scrutiny the media has put on stereotypes in recent months. The campaign for increased gender diversity in advertising and the rise of a new breed of 'honest' parenting influencers are important steps in helping to reflect the diverse reality of families today."