To help the UK fall back in love with Renault and the Clio V, we needed to get back to what made us successful throughout the 1990s – authentic storytelling. Appealing to people who are progressive and have strong values. To bring our brand into the 21st century we told a story that was human and warm and pushed against the toxic masculinity of the automotive industry. Where 92% of consumers surveyed agree car advertising is ‘too masculine’, and 77% of women say they were ‘put off’ buying as a result. By portraying a queer female relationship, we pushed against the industry and its heteronormative shackles. Our approach of giving a queer relationship depth and telling it over three decades (rather than a three second punchline) was deliberate. A conscious strategy to positively and meaningfully portray the LGBTQ+ community in a way that was authentic not tokenistic.