Mamas & Papas adverts feature same-sex parents to celebrate 'modern family' The adverts, which have gone live on the company's website and will roll out wide across the UK and overseas at the weekend, feature a gay couple, James and Glen - with their son Blue and a single mother, Claire, with her daughter Romy. The marketing push entitled - "How we Roll" - has been designed to promote a new pram called Urbo to the "very modern family." The stylish gallery of images also feature a heterosexual couple with their baby and beneath every picture, web users are encouraged to click on a link to watch a video of each family's story. A statement from Mamas and Papas about the campaign said: "How We Roll celebrates the diversity and individualism that forms the makeup of the modern family, for whom parenting has simply become a positive extension of their current lifestyle. It features real parents, from all walks of life with different lifestyles, interests and personalities and every person has had an interesting and compelling story to tell us and share with you. The company claims this is the first time a national nursery brand has used these types of images to promote their goods in the UK. In 2006 an American Ikea campaign features a gay couple with their daughter and dog. Statistics from the Office for National Statistics show that in 2011 there were two million families with a single parent and 8,000 families headed up by a same-sex couple either in a civil partnership or cohabiting. Olivia Robinson, Mamas & Papas's creative director and the youngest daughter of the Scacchetti family which owns the firm, told The Guardian it was not just a bid to bring attention to the brand. "It is certainly not just a publicity stunt - it comes from a belief that parents are changing," she said. We haven't done much advertising recently, but prior to this our adverts tended to feature the beautiful Italian woman with the beautiful Italian man and the beautiful child. Robinson said the new adverts were not just a one-off and that modern family set-ups would be informing the company's marketing in the future. Robinson said that the company was "sensitive to the views of everybody" but also wanted to reflect modern life. However the adverts will be tailored country-by-country. For instance, the image of the gay couple will not be used in Saudi Arabia.