On New Year’s Eve, several brands showcased their creativity during the iconic Bye Bye 2024 television event, engaging viewers with heartfelt tributes and relatable humor. Among these, Coca-Cola's tribute to the late Jean-Pierre Ferland, along with Tim Hortons' new commercial, illustrated how advertising can resonate meaningfully with audiences during the holiday season.
Coca-Cola honored the legendary Quebec musician Jean-Pierre Ferland, who passed away earlier this year at the age of 89, by reinterpreting his classic song "Le petit roi." The ad featured ten Quebec artists from various generations, including notable figures such as Claude Dubois, Marjo, and Pierre Lapointe, showcasing their connection to Ferland’s impactful music. The initiative was part of Coca-Cola's "Real Magic" campaign, aiming to celebrate authentic human connection through music.
Musical direction for the piece was provided by Louis-Jean Cormier, who also arranged the new version of the song. The heartfelt film, which was broadcast during Bye Bye 2024, aimed to not only celebrate Ferland's legacy but also to create moments of nostalgia and connection among Quebecers.
The advertisement was noted for its emotional depth, showcasing touching testimonials from the artists. According to Coca-Cola's strategy, such initiatives allow them to resonate deeply with local customers, emphasizing their commitment to honoring cultural icons.
Meanwhile, Tim Hortons also seized the moment to connect with viewers through their holiday-themed commercial. The ad features spokesperson Sarah-Jeanne Labrosse and star Félix-Antoine Tremblay, depicting the quintessential Quebec road trip with humorous undertones. It highlights the universal experience of stopping at Tim Hortons for coffee or Timbits, particularly on the way to family gatherings during the festive season.
The campaign, which began airing during Bye Bye 2024 and will continue until January 12, is structured around the accessibility and familiarity of Tim Hortons. Nadine Nour, senior manager of marketing communications, remarked, "Tims has always been the ultimate stop for Quebecers’ road trips." The ad humorously reminds viewers of the brand’s role during holiday travel, emphasizing its everyday utility.
Mélissa Charland, executive creative director at Publicis, recognized the value of the Bye Bye event as "the perfect opportunity for brands to present themselves" and connect with audiences on various levels. Tim Hortons’ campaign is seen as both pragmatic and emotional, appealing directly to consumers by underscoring shared experiences.
The Tim Hortons advertisement is part of a larger advertising push, including billboards and social media content, featuring 30-second spots as well as shorter 15-second and 6-second versions catered to different platforms. During this period, the brand aims to engage with customers not just through traditional media but across all touchpoints, reinforcing its place within Quebec culture.
The Bye Bye advertising event not only serves as entertainment but also plays a significant role for brands, as they look to establish emotional connections during the holiday season. By leveraging the nostalgic sentiments associated with local figures and common experiences, Coca-Cola, Tim Hortons, and other brands continue to solidify their relevance within Quebec's vibrant cultural framework.
This year, both brands exemplified effective marketing strategies, reminding Quebecers of the importance of traditions, music, and shared moments. The Bye Bye event has become more than just entertainment; it is also about brand storytelling and creating memories during the festive season.