For the last 13 years, #Martin Matte has extolled the virtues and qualities of Honda in Quebec. He announced yesterday on his Facebook page that his contract will end this summer. Two years ago he suggested that he stop, and to leave at the top before burning out his character. The company convinced him to stay another two years, with an option for a third. Those two years come to an end this summer, and last Friday Honda announced that Martin Matte will not be taking advantage of the optional year.
It's been relatively profitable for companies to shoot Quebec personalities for the Quebec market. Even if it means that the advertiser will have two advertising strategies across Canada, because Quebecers identify strongly with their homegrown stars. If we include Honda, there are three auto manufacturers who use the services of known Quebec characters. Hyundai has a strong relationship with Guillaume Lemay-Thivierge. Hyundai also sponsored the "Trust Me" program led by him. SImilarly, in Toyota ads, Pierre-Alexandre Fortin plays the role of an unpleasant tow truck operator who quite strongly suggests to a stranded motorist that they buy a Toyota. We could even add Patrice Lemieux to the list, as he promotes the Montreal Auto Prix.
Some famous lines have emerged from these ads, like the famous "igloo igloo", or "cup up, fat cow." Have a question about Hyundai? You only have to call the "Guillaume line." These days, many will shout "2014 Corolla!" Remember when in the late 80s when André-Philippe Gagnon launched "Let's go! Waterfall!" for Chevrolet? It took years to erase this earworm from our brain after hearing it so many times.
Finally, Martin Matte says that he had a lot of fun shooting these ads, and hopes that one day to see more Honda ads made specifically for Quebecers featuring Quebecers.
By Linda Aylesworth - autoExpert.ca