A lesbian couple feature in McCain's latest advert in a show of defiance months after a campaign featuring a gay couple sparked criticism.
The TV advert which was launched today opens with the question: “When it comes to love, what’s normal? Normal isn’t normal.”
It continues: “Love doesn’t care about gender, where you’re from, or what others may think. It won’t judge on ability, or so-called disability.”
It features a range of couples of different races, genders and sexual orientations.
A previous advert by the company behind Micro Chips featured gay couple Lee and Matt Samuels Camozzi.
The pair appeared with their baby in the 60 clip that sparked an outpouring of abuse from homophobic trolls.
The promotion was branded "sick" by some people.
McCain hit back at critics and said the advert “celebrates real homes and [is] depicting honest, modern day family life”.
The latest advert was created by adam&eveDDB, the agency best known for creating John Lewis's highly anticipated Christmas campaigns.
McCain told the Guardian that the advert was based on research which claimed that half of the UK public don’t feel like TV represents modern families.
More than 80 per cent of people surveyed said that families shown on TV did not represent their own.
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