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McCain - We Are Family

McCain 2017 Advert


In 2017 McCain launched their new 'We Are Family' advertising campaign. Created by Adam&Eve/DDB, it aimed to celebrate the family in all its forms. The voiceover, provided by Ricky Tomlinson, proclaimed:

"When it comes to family, what’s normal? Normal isn’t normal. Grans who put you to bed and tell you not to believe in ghosts. Or maybe it’s dad who tucks you up. Dad. Daddy. Two daddies. Long-distance daddies."

Mark Hodge, marketing director at McCain's, said:

"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."

The minute long TV spot featured various real families, including Cheshire based Lee and Mat Samuels-Camozzi and their baby son. Sadly they became the focus of homophobic trolling on social media. Lee, a customer relations manager, told the press:

"We’ve had dozens of hateful comments. One of the most hurtful compared us to perverts, saying ‘Whatever next, society accepting paedophiles?’ We are shocked this kind of attitude exists in the 21st century. We’re proud of our little family and we have nothing to be ashamed of. ... [Our son] has such a loving environment and wants for nothing. We are blessed to have him and he is blessed to have us."

In September / October the ad was trimmed to two 30 second versions, one of which included the Samuels-Camozzis. McCain said in a statement:

"We have received overwhelming support for the campaign, but we are disappointed that there's a minority of individuals who have been verbally abusive to the real families that feature in our advertising."

In 2018 they continued the campaign, launching a TV spot in February featuring a lesbian couple.

You can watch the full advert over on YouTube.




For more like this, please click the image below:
LGBT+ TV Adverts


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