In a world arguably more polarised than it’s ever been, it’s no wonder that many families can strongly disagree on many things. From politics to climate change, sexual identity or veganism, there are plenty of topics that have the potential to divide.

Yet 81% of families agree that being in a family which can sometimes disagree is a positive thing according to PR company 72 Points. For McCain, these family differences are important to celebrate, especially those aired around the kitchen table. For the third instalment of the brand’s ground-breaking We Are Family series, adam&eveDDB created ‘Differences’ a campaign starring ten real life families from across the UK during their everyday moments and their family mealtimes.

The brand wanted to explore the emotional impact of family differences and to point out that these differences can actually be a good thing, when engaged with through gentle debate and understanding.

McCain are showing that the one place where families can and do air these differences is across the kitchen table. It’s where generations come together and share their thoughts and opinions. McCain want to show that these differences, in values and beliefs, can help to bring families closer together.

The ad’s aim is to give a platform for difference rather than simply showcasing the brand’s own opinion. The We Are Family series is about highlighting the brand’s broader understanding of families in the UK, something that plays into their decision to cast real families rather than actors.

The brand, who took part in Channel 4’s Together Against Hate campaign and also performed highly at the Pride AM awards, is successfully championing diversity in the most sincere way possible. By abandoning stereotypes and speaking to real people about their real life experiences, McCain delivers that most over-used but vital marketing goal; authenticity.