Changing lanes: Why Renault’s new commercial is powerful and important
By: Jessica Becker
Tags: Media, Public Relations, Creativity, Marketing, Advertising

We’re used to the format now. Brand identifies a progressive yet potentially divisive issue. Brand centers commercial around it. Two opposing arguments surface, either against or in defense of said commercial (and thus brand). Everyone loses their shit. Brand usually triumphs.

There’s been a bunch in recent years… Take Budweiser’s “Born the Hard Way”; Nike’s “Believe In Something”; and of course Gillette’s “We Believe: The Best Men Can Be”. The latest installment from Renault Clio (a French car maker for the Americans who aren’t familiar) follows form. Its 30th anniversary commercial tells the tale of two women’s relationship from childhood friends, to lovers. Beautifully shot and set against a wispy Wonderwall cover, it’s had the social media world ablaze.

In the right hand corner of the ring, there’s outrage from those who felt the ad was exploiting gay rights for profit. “This is capitalism at its finest” they yell into the Twittersphere. “Would it be as impactful if it was a straight couple? They antagonize.

And it is a fair point. Gay rights have become almost trendy (don’t get me wrong, we’re still miles away from any of it being good enough) as more and more brands chase the pink pound and more and more politicians go after the pink vote. We saw controversy this year with many brands who had previously invested in Republican parties and right wing policies, now sporting branded floats at Pride. (Great podcast here)

And it’s easy to see why people are querying whether this commercial would get the attention and debate if it didn’t include a same sex relationship. How many of us really watch TV ads anymore? This ad has undoubtably been viewed more times because it crossed over from the telebox to the Twitter box. But in order to get that traction, it has to be talkable. It has to be divisive to arouse discussion. Does Renault actually care about gay rights and telling stories of same sex relationships or do they just want to shift wheels?

And then over in the left corner are those flicking the middle finger to the naysayers.

It’s a beautiful ad and shut up to anyone who says otherwise. It’s one of those rare pieces of branded content that is actually enjoyable to watch and doesn’t feel like you’re having a product shoved down your throat. It tells a story (without words); it’s shot stunningly and we’ll forgive Renault for the emo Wonderwall cover because, quite frankly, it’s Christmas ad season and we’re used to it by now.

But more than the way it’s shot, surely the brand deserves kudos for giving same sex relationships airtime in a world where we rarely see them? Surely anything that propels LGBTQ issues into the mainstream — regardless of the narrowminded negativity that will ensue — is helping to do more than just sell cars? It’s kickstarting important conversations. It’s breaking down barriers and attempting to rebuild a more equal status quo.

This is an example of a brand that understands that — just like celebrities — they can have an impact on mainstream opinions and behavior. They are no longer just about selling products, but instead selling ideologies, ideas and attitudes. Ignoring that social responsibility is veering on negligent.

The advertising world has a long way to go, but ads like this are steps in the right direction for not only this industry, but for society as a whole. One can only hope that in years to come this type of ad isn’t seldom, shocking or controversial, and that we are used to seeing love stories between two women, or two men, on our TV screens, billboards, subways and social media ads. One can only hope that there are no longer two sides of the argument. And that instead all anyone is chastising on Twitter is the damn shitty cover soundtrack.