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The days of the Oxo family are long gone.

And while McCain is not the first brand to attempt a more honest depiction of modern family life, the sentiment rings true. A TV ad by Adam & Eve/DDB bears the agency’s emotive mark, with a voiceover celebrating single mums, two dads or "your brother from another mother". McCain has also partnered with the National Portrait Gallery on a pop-up photo exhibit by Sian Davey, who has travelled around the country capturing real families.