It was while "pimping" our YouTube channel that I came across a comment from @Yanlanouette1787 which instantly plunged me back into a landmark advertising campaign, launched exactly 10 years ago.
At the time, Philippe and I still owned Lubie, an agency specializing in brand creation and digital marketing. That's when our friend Alex A., who had just launched Cult Nation with his partner Jason, contacted us with an idea he believed had viral potential. Knowing that Alex and Jason had an impressive track record in advertising, music videos, and music, we didn't hesitate to listen to their pitch.
An unbelievable pitch
Jason was the one who presented the concept to us. He envisioned an advertisement in the form of a music video, with a catchy song that would become a real earworm.
The idea? To showcase Maxime Le Flaguais and his comedic boy band, Les Joualliers , also known as Hommes Garçons. A wacky, unapologetic project perfectly in line with MesBobettes' DNA.
The story… if there really is one!
The ad tells the story of Cuir Luc (played by Maxime Le Flaguais), a confident man who wins the heart of a free-spirited young woman while driving his black convertible. His secret weapon? His new underwear, courtesy of MesBobettes.
But then… we quickly discover that the young lady in question is the girlfriend of one of the members of the Men Boys, and needless to say, he doesn't take the news with a smile! This absurd love triangle, staged with humor and exaggeration, resulted in a video that quickly went viral.
A viral video that made an impression on MesBobettes
The advertisement caused a sensation upon its release. The song was quickly adopted by internet users, generating thousands of interactions and shares.
Some key figures:
1,000,000 views, 5,000 likes, 2,000 comments
The reactions were unanimous: the public loved the humorous approach, the polished aesthetic, and the originality of the concept. The campaign was even picked up by several media outlets, including the Journal de Québec and Le Grenier aux nouvelles, which praised the boldness and creativity of the initiative.
Diffusion and impact
The advertisement was broadcast: 📺 On V radio and its web platform for three weeks
📢 As a preroll on YouTube and as an ad on Facebook
This campaign remains a perfect example of the power of unconventional marketing and the creation of 100% authentic content. It helped position MesBobettes as a bold brand close to its community.
A decade later…
Ten years later, this advertisement continues to generate discussion. Proof that some advertising campaigns leave their mark not only on a brand, but also on the collective imagination.
A huge thank you to everyone who participated in this totally wild project and, above all, to our community who have supported us all these years! 🔥
👉 And you, do you remember this ad? Tell us what you think in the comments! 😏
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