McCain “We Are Family” was inspired by the brand’s own research, which identified a shocking gulf between how families are represented in popular culture and the actual experiences of real families.

The research found that 49% of Brits thought popular culture did not reflect the reality of modern families, while a huge 84% of families said they hadn’t seen anything in popular culture in the last six months that related to them.

“We Are Family" celebrates the different families who make up Britain today, from working single mums to adoptive families, gay parents and families of choice.

The heart-warming ad was praised for moving away from nuclear units and onto a more diverse range of families - blood or no.