Guillaume Lemay-Thivierge, once again at the center of public attention, has stepped back onto the screen after months of silence and controversy. The comedian, who faced significant backlash earlier this year for comments perceived as racist, recently took to social media to announce his return to the entertainment scene.
On December 26, 2024, Lemay-Thivierge posted a video showcasing his excitement about returning to a filming set. He expressed his happiness, stating, "I love coming back to the set; it’s the first time I’ve returned to this world after such a long time." His enthusiasm was palpable, as he also mentioned feeling “super excited” about resuming work.
Following this announcement, it was revealed he stars alongside Jérémy Demay in a holiday advertisement for Meubles RD. The ad, intended for initial broadcast during the popular Bye Bye New Year’s Eve special, features Demay humorously referencing Lemay-Thivierge’s low cost as a guest, saying, "You know, at Meubles RD, they really cut costs to offer you the best prices. So the only artist I could invite for the end of the year is someone who costs very, very little." Lemay-Thivierge playfully responds, "There are many things I’m not, but available, yes I am!"
Despite the lighthearted tone of the advertisement, it faced significant hurdles. La Presse reported Radio-Canada, the national broadcaster, rejected the ad's airing. They cited internal policy prohibiting promotional content likely to place the broadcaster at the center of public controversy or debate. Guylaine O’Farrell from Radio-Canada confirmed this decision, highlighting adherence to their advertising code which aims to prevent the station from becoming embroiled in any issues stemming from advertisements.
Following the rejection, representatives of Meubles RD expressed their disappointment but noted the ad would air on TVA and Noovo instead. Philippe Allaire, the marketing director, mentioned, "We presented the concept to Radio-Canada for the Bye Bye broadcast, but it was unfortunately turned down. We then pivoted, and TVA and Noovo were eager to take it on board." Allaire emphasized the aim of the ad was to bring humor and self-deprecation as central themes, consistent with their marketing approach.
The potential for controversy surrounding his return has sparked reactions across social media, with comments ranging from support for Lemay-Thivierge to criticism of his resurgence amid previous allegations. Some users welcomed him back, saying, "I think it’s exaggerated; everyone deserves a second chance." Others voiced discontent, with sentiments echoing doubts about his ability to return to the spotlight following past mistakes.
The timing of Lemay-Thivierge's return corresponds closely with the Boxing Day sales period, capitalizing on heightened consumer attention. This strategic choice by Meubles RD to feature him as part of their advertising campaign coincides with his public image resurgence, presenting Lemay-Thivierge as a budget-friendly option due to his availability, poking fun at both his past controversies and the current state of the ad industry.
According to Google statistics, Lemay-Thivierge had recently topped search queries among public figures in Quebec, overshadowing even U.S. political figures like Donald Trump. This public interest appears to be stoked by both curiosity and the stark divisions seen across social platforms about his presence on screen.
With Meubles RD continuing to advertise during Bye Bye, albeit with adjusted content, it seems Lemay-Thivierge is strategically using this opportunity to navigate his career's comeback trail. Whether this marks the advent of lasting redemption for the controversial star remains to be seen, but it undeniably has placed him back on the radar of the Quebec public.
His return, fraught with mixed reactions, suggests an intriguing chapter for Lemay-Thivierge as he attempts to reshuffle his public image and reintegrate within the industry. It leaves the question hanging: will viewers embrace him anew, or will his past continue to cloud his future?
