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McCain's Latest Ad Celebrates the Positive Impact of Family Differences

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adam&eveDDB pays tributes to families of all shapes, sizes and backgrounds across the UK

McCain's Latest Ad Celebrates the Positive Impact of Family Differences
Today, McCain launches ‘Differences,’ the third instalment in its We Are Family series, celebrating the emotional impact of the differences that exist within real families across the UK.
The £2.5 million multi-channel campaign will be rolled out across TV, radio, VOD, OOH, cinema, print and online media and social channels for six weeks.

The advert is the third instalment in the We Are Family series and features ten real-life families from around the UK, who carry different beliefs on a wide range of subjects.

The new campaign stems off the back of research which identified that 81% of families agree that being in a family which can sometimes disagree is a positive thing, and shows how differences can bring families closer together when discussed and debated around the dinner table.

‘Differences’ was created by adam&eveDDB, and launches nationwide on 19th August, targeted at families of all shapes, sizes and backgrounds across the country. The advert also focuses on two of McCain’s most popular products - McCain Crispy French Fries and McCain Home Chips. Both products are a key part of family mealtimes and provide a versatile delicious chip.

Featuring the voice of actor and comedian Ricky Tomlinson, the advert follows ten real families during everyday moments and highlights how they interact with one another over meal-time.

This will be complemented by wider activity across PR, led by freuds, with content featuring the stars of the We Are Family: ‘Differences’ advert, uncovering different opinions from home life, school, sports and technology, to religion, gender, politics and sexual identity.

Mark Hodge, marketing director at McCain, commented: “Following on from the success of our last two campaigns, ‘Differences’ goes further in celebrating the modern family in all its different forms. The connection between each family really shines through in the advert and showcases that differences, when expressed around the dinner table, can bring a family even closer together. As a family company centrally focused on people and values, and as a major advertiser in the UK, celebrating these differences and the positive impact that they have remains a key focus for us.

“We loved seeing the positive reactions to the previous We Are Family instalments and are proud to share the next phase with the public so that we can continue to celebrate these differences together.”
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Advertiser: McCain

Marketing Director: Mark Hodge

Marketing Controller: Joanna Eastwood

Senior Communications Manager: Lizzie Pyle

Media Agency

Media Agency: PHD

Media Planners: Frith Janes, Jen Hedges, Rachel Cawley, Sian Campling


Audio Post: Tony Rapaccioli

Creative Agency

Creative Agency: adam&eveDDB

Chief Creative Officer: Richard Brim

Creative Director: Chloe Pope and Jess Morris

Copywriter: Simone Wärme and Jeppe Vidstrup

Art Director: Simone Wärme and Jeppe Vidstrup

Producer: Kreepa Laxman

Planner: Hannah Mackenzie, ShuHan Lee

Group Executive Creative Director: Ben Tollett

Managing Partner: Mike Stern

Business Director: Katie Baker

Account Director: Charlie Simpson

Account Manager: Charlie Poole

Post Production / VFX

Post Production Company: Absolute

Producer: Belinda Grew

Colourist: Matt Turner

Production Company

Production Company: Knucklehead

Director: Finn McGough

DOP: Alex Barber

Managing Director: Tim Katz


Music Supervision: Tom Stanford

Soundtrack: Wasted C/o Theordore Music


Edit Company: Whitehouse Post Production

Editor: Sam Gunn

Genres: Dialogue, People, Storytelling

Categories: Food, Frozen Food

adam&eveDDB, Mon, 19 Aug 2019 11:22:09 GMT