Renault 'the Megane experiment' by Publicis London

The ad follows an actor named Claude trying to persuade villagers who live in a place where there are no Meganes, Gisburn Lancashire, that they need some 'joie de vivre.'

The campaign, created by Publicis London, includes TV, cinema, national press, digital and social media activity on sites including Facebook, YouTube and Twitter.

A short documentary with behind the scenes footage of the campaign is hosted on the TheMeganeExperiment.com website, which also gives people the chance to win prizes and take part in a ‘joie de vivre’ psychometric test.