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Thursday, 12 January 2012

Renault's same-sex marriage commercial

Some might consider Renault's latest TV spot to be commercialising the issue of same-sex marriage, others would probably say it's another step in making it socially acceptable in France even if it's not legal - yet.

Maybe both are right, but in any case it seems that the French car manufacturer has come up with a clever idea to keep its Twingo campaign going in a way which is bound to appeal to a generally younger, hipper and more progressive-thinking consumer.

Combining humour, social mores (not to be too pretentious) and a sometimes predictable punch line, the Renault Twingo campaign, in its different forms, has been running for a couple of years.

There are three new spots currently airing on French television, including one featuring same-sex marriage.

A young woman and her father are making their way to the town hall. It's the big day obviously; the wedding.

They enter the room where the ceremony is scheduled to take place and see the groom waiting for them to make the traditional walk with the father accompanying the bride.

Except this is a Renault commercial and things are never quite as they seem.

As they reach the groom, the young woman smiles and says, "Congratulations papa," before kissing him and going to sit down while he steps up to marry his man.


Yes all very light-hearted, politically correct (heavens that'll offend some) and in keeping with a campaign that is up-to-date in its thinking or even ahead of its time: the "drag queen", the "strawberry condom" and the "sexy poster" (click on the titles to see them and here for a brief explanation in English) have all been used in recent years.

The latest is again just 30 seconds long or short, but - forgive the pun - spot on, especially if you support same sex marriage, which still isn't recognised in France.

There again as Renault says in its oh-too-clever strap line "Times change. The Twingo too."

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