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Renault Rubbish
There have been few better insights in the consumerist mentality than a campaign run on the radio station Classic FM in June and July, 1998 by car makers Renault. In this case it was heavily dosed with a moronic sexism. As is common with Classic FM, which claims to be the most successful radio station in the world, the line between advertising and ordinary programming is totally blurred. This advertisement took the form of a competition as called Revenge of the World Cup Widow. Its premise was that only men watch football and that women were being thereby 'widowed' as their male partners and sons were glued to World Cup coverage on TV. But what do women want more than anything else? The competition's prize illustrates what Renault and its advertising agency think-a shopping binge. Both the adverts and the accompanying patter from Classic FM programme presenters waxed lyrical about how marvellous it would be to be let loose with the station's credit card go on a consumer spree. Of course, so much shopping is a tiring activity so a free Renault Clio would be given away for the winner to drive home. But back there someone would be missing. The football couch potatoes would have been whisked to the World Cup final in Paris.
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