Gisburn villagers sharpen pitchforks over Renault ads
Residents of the Lancashire village of Gisburn are up in arms after a Renault ad broadcast a disparaging comparison of their rain soaked Ribble Valley community with the sun kissed Cote d’azur.
Devised by advertising firm publicis London the ad seeks to extol the virtues of purchasing a Renault Megane by asking ‘Can a car change a town?’ in a “lighthearted cultural exchange”.
Amongst the unfavourable comparisons which the producers go on to make are a swimming pool on France’s Mediterranean coast with a local puddle; a restaurant to a picnic bench and a pair of designer heels to slippers.
The rationale behind this unlikely twinning is the fictional journey of ‘Claude’ as he snakes his way from Gisburn to France in his Renault hoping to bring some ‘Joie de vivre’ to the town.
The depiction has upset locals however who were earlier treated to free French lager at a party in the villages White Bull pub after it was transformed into Le Boeuf Blanc for a night of revelry, rides, fete and a hog roast.
A Renault spokesman said Gisburn was chosen for: “…having no new Méganes, being quintessentially British, and for having a relatively quiet social scene,” adding: "This is the first phase of a light-hearted comparison of two villages. Once you’ve seen the rest of the campaign, we hope you’ll agree."
Residents quoted in the Lancashire Telegraph were split on the issue however with local Robert Giles accusing the promoters of “taking the mickey”, branding the ads “disgusting”.
Barry Jones, joint landlord of the White Bull pub digressed however, stating: “It’s a humorous campaign. As it develops the idea is to ‘Frenchify’ the village. It’s a bit of mockery, dealing with nobody liking the French but having a test-drive in the car, and deciding it may be French but it’s okay, and that they are alright really.”