Creativity

Working Moms and Weekend Dads Are Among the Diverse Family Members Celebrated in Ad From McCain

Spot by Adam&Eve/DDB Aims for a Realistic Approach

By Alexandra Jardine. Published on Aug 17, 2017

Editor's Pick

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."

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About

Credits

Date
Aug 17, 2017
Agency:
Adam & Eve/DDB London
Client:
McCain
Marketing Director:
Mark Hodge
Chief Creative Officer:
Ben Priest
Executive Creative Director:
Ben Tollett
Executive Creative Director:
Richard Brim
Creative Director:
Ben Tollett
Creative Team:
Chloe Pope
Creative Team:
Jessica Morris
Agency Producer:
Patrick Cahill
Planner:
Nick Hirst
Planner:
Hannah Mackenzie
Managing Partner:
Dylan Davenport
Account Director:
Faye Morten
Account Manager:
Fizzy Keeble
Designer:
Luke Ridgway
Typographer:
Luke Ridgway
Media Agency:
PHD Media
Media Planner:
Rebecca Clay
Media Planner:
Jen Hedges
Media Planner:
Lucy Brown
Media Planner:
Jonathan Greenfield
PR Agency:
freuds
Production Company:
Knucklehead
Executive Producer:
Tim Katz
Producer:
Cat Irving
Director:
Finn McGough
Cinematographer:
Jaime Feliu Torres
Editing Company:
Whitehouse Post
Editor:
Mark Burnett
Post Production:
Framestore
Post Producer:
Anna MacDonald
Post Producer:
Sharma Lewis
2D Artist:
Tri Do
2D Artist:
Tim Greenwood
Colorist:
Matt Turner
Color Company:
Absolute Post
Audio Post Production:
Wave Studios
Soundtrack:
"Suspended"
Soundtrack:
Joel Cadbury

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