At first, it might seem that the authors are just referring to the mushroom family in the spot. However, the truth is that the whole advertisement is based on the meaning of the idiom HOUBY. It can either be normally understood as the plural form of the noun HOUBA (mushroom) or in the idiom it is taken as an adjective or, let´s say, slang for an expression of an amount that means nothing/no. Therefore, if you are not calling, you are not really a family.