McCain mines a rich tradition in new adam&eve winner

Oven chips as a symbol of family togetherness – albeit celebrating family ‘differences’ – is part of a long tradition in which some everyday products somehow become part of the national fabric.

It’s not as easy to now as it was, with few brands able (or willing) to lavish the kind of TV budgets that made the likes of Heinz beans. But these still pay off 20 or even 30 years later.

McCain is doing its best with its ‘We Are Family’ campaign from adam&eveDDB, now on its third instalment.

Steering deftly the right side of gloopiness, thanks in no small measure to classy, appropriately understated direction from Finn McGough of Knucklehead.

Makes you feel quite nostalgic. Why don’t more advertisers try it?

MAA creative scale: 9.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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