Apologies for the DM link..
I live in the area and there is a lot of crossing the borders for work (I live about 3 minutes from the county border) but the basic message is a good one. I do think that the woman kicking off is being a bit silly with her reaction.
I thought it was very funny. Although there has been a lot of "Swad is a shit hole" over the years (it suffered a lot after the pits closed) it was all friendly banter and came back the other way that Burton is a shit hole and clearly this message is playing on that.