Marking its 30th anniversary, the Uk retailer Matalan has launched a major new advertising campaign, aimed at showing the range of different households in Britain today.

The campaign – called ‘Made for Modern Families’ – features real life families (86 people and a dog in total) from across the UK and plays out to a poem recited by Roger McGough CBE.

Its theme, summarised by one heterosexual single father in this behind the scenes video, is that

It doesn’t matter what age or gender combinations you’ve got. if there’s love and cohesion it’s a family and that’s it.”

Marketing director Lee Pinnington said:

We really wanted to create something that was made by and for modern families and resonates with everyone at home as much as it did for the team when we were casting and shooting the advert.