Renault have had us all weeping into our latte Frappuccino xmasy gingerbread thingy of late. They did it with a simple narrative in which a lesbian couple are reunited after decades apart. It’s a love story with various iterations of the admittedly quite funky Clio acting as support.
It’s mould-breaking in the sense that it doesn’t resort to the normal car ad tropes of rugged blokes charging through deserts in 4x4s, or impossibly neat straight suburban couples lugging their offspring in and out of a succession of interchangeable hatchbacks.
Renault’s initiative comes at a time when 60% see the way the LGBT community is presented in advertising as ‘negative’ (source: YouGov).
‘Wonderwall’ - the meat-n-spuds rockers Oasis’ song which soundtracks the ad - is newly rendered by singer Rahel Debebe-Dessalegne and is suitably breathy/haunting.
This is Big Carma making a statement with a carefully considered and tasteful love letter to the LGBT community. Renault’s marketing director, Adam Wood, shared the company’s take and intent: ‘We wanted to humanise and celebrate, not just thirty years of progress of the Renault Clio, but also the progress made within culture, society and life in that time.’
We still live in a word where gay couples are routinely harassed on public transport, let’s not forget. But this is a special two minutes’-plus of emotive, empathic ad making. An ad which has raised the bar creatively and in its bravery. Yes, there will be retired brigadiers in the Home Counties foaming at the mouth. But the main response – neatly gauged by the positivity on social media channels like Twitter and Facebook – feels exuberant and positive. This is, we think, a moment.