After two years as runner-up, Quebec Milk Producers (Les Producteurs de lait du Québec) slid back into first place in Radio-Canada's Bye Bye de la pub advertising competition, with its spot "3e Lien" (3rd Link) receiving the most viewer votes.
Created by LG2, the 30-second spot shows young children eager to watch the annual New Year's Eve show with a glass of milk and some cookies, except their customary routes to the fridge are blocked by adult revellers.
Created by LG2, the 30-second spot shows young children eager to watch the annual New Year's Eve show with a glass of milk and some cookies, except their customary routes to the fridge are blocked by adult revellers.
One young boy promises that next year there'll be a third route to the fridge in the form of a huge slide from his bedroom. "Is that even possible?" asks a young girl. He assures her it is, even showing her a child-like sketch depicting the slide.
However, the need for a slide is averted when another youngster shows up carrying a tray of milk and cookies, explaining that he'd already planned the route. Another youngster is disappointed that the slide won't become a reality, but is mollified when told "We'll see about 2024."
"This year we're combining mischievousness with a current event that can't be ignored, and celebrating the ingenuity of the solutions our clever kids use to enjoy their glass of milk," said Les Producteurs de lait du Québec marketing director, Julie Gélinas.
While pet food retailer Mondou's two-year winning streak in the event came to an end, the show did mark the fourth consecutive victory for LG2, which also won with a spot for Quebec Milk Producers in 2021.
Regarded as the Quebec equivalent of the Super Bowl, this year's competition saw 25 ads competing. Viewers cast a total of 113,838 votes, surpassing the 99,014 votes in last year's competition. An average of nearly 4.6 million people watched the show, marking the fourth year in a row it has topped 4.5 million viewers.
"The evening of Dec. 31, a must-see on Quebec television, provides an exceptional platform for advertisers to creatively distinguish themselves," said Hisham Ghostine, managing director and chief revenue officer for CBC and Radio Canada Media Solutions. "Each ad becomes a memorable experience, highlighting the talent of the creatives behind these works, as evident in the calibre of this year's ads."
La Bande's ad for Quebec hardware retailer Patrick Morin received the second most votes, while Cossette's "Changement de sujet" (Change of Subject) for grocery retailer Metro placed third. See the three top ads below.
https://youtu.be/J8svnUXt3Uc
https://youtu.be/eCwzUTA8fhs
https://youtu.be/B44V92sU8RQ
