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Just in time for Valentine's Day McCain has released a warm film that opens with the question, "When it comes to love, what's normal?"

The ad by Adam & Eve/DDB – those masters at tugging at heartstrings – features real relationships and love between various couples who are mixed race, ethnically diverse, gay and disabled. The vignettes of people in their kitchens preparing McCain food introduce the slogan, "Here’s to love" as part of a £3.2m ad push. The work was written by Jess Morris, art directed by Chloe Pope, and directed by Finn McGough through Knucklehead.