[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.manuristrategies.com\/blog\/2008\/05\/26\/les-10-pubs-marquantes-du-quebec\/#BlogPosting","mainEntityOfPage":"https:\/\/www.manuristrategies.com\/blog\/2008\/05\/26\/les-10-pubs-marquantes-du-quebec\/","headline":"Les 10 publicit\u00e9s marquantes du Qu\u00e9bec","name":"Les 10 publicit\u00e9s marquantes du Qu\u00e9bec","description":"Un article int\u00e9ressant dans LaPresseAffaires.com \u00e9crit par de Olivier Bourque que je d\u00e9sirais partager avec vous: Les 10 pubs marquantes du Qu\u00e9bec. – – – – 23 mai 2008 – 17h13LaPresseAffaires.com Voil\u00e0 un exercice pas commode: trouver les 10 pubs les plus marquantes dans l\u2019histoire du Qu\u00e9bec. Certains sp\u00e9cialistes se sont pli\u00e9s au jeu : Emmanuelle Garnaud-Gamache, productrice et animatrice de l\u2019\u00e9mission Invit\u00e9 de marque, Jean-Jacques Str\u00e9liski, v\u00e9ritable gourou publicitaire au Qu\u00e9bec, Luc Dupont, professeur de publicit\u00e9 \u00e0 l\u2019Universit\u00e9 d\u2019Ottawa et Ren\u00e9 Gendreau, professeur \u00e0 HEC Montr\u00e9al. Il s\u2019agit d\u2019une liste et non un classement et ce n\u2019est surtout pas\u2026 scientifique. Labatt (Lui, il conna\u00eet \u00e7a! et On est six millions, faut se parler)Cit\u00e9es par tous les analystes, ces deux publicit\u00e9s de Labatt s\u2019inscrivent \u00e0 l\u2019int\u00e9rieur d\u2019un mouvement global o\u00f9 le Qu\u00e9bec a affirm\u00e9 sa culture et son identit\u00e9. D\u2019autant plus qu\u2019elles ont \u00e9t\u00e9 con\u00e7ues par Jacques Bouchard, p\u00e8re mythique de la publicit\u00e9 qu\u00e9b\u00e9coise. La premi\u00e8re \u2013 Lui, il conna\u00eet \u00e7a – est vue par les sp\u00e9cialistes comme la publicit\u00e9 la plus importante du Qu\u00e9bec. Et ce, bien s\u00fbr, en raison de la pr\u00e9sence d\u2019Olivier Guimond, v\u00e9ritable superstar de l\u2019\u00e9poque. Mais, il y a plus, indique Jean-Jacques Str\u00e9liski. \u00abCette pub a une r\u00e9sonnance identitaire, elle a donn\u00e9 une fiert\u00e9 aux Qu\u00e9b\u00e9cois\u00bb, souligne-t-il. Pour l\u2019autre intitul\u00e9e On est six millions, faut se parler, on a droit \u00e0 un vrai retour dans le temps, l\u2019ann\u00e9e m\u00eame o\u00f9 le Parti Qu\u00e9b\u00e9cois a \u00e9t\u00e9 port\u00e9 au pouvoir. Flottent quelques odeurs de mari pendant cette Saint-Jean-Baptiste de 1976. Tr\u00e8s typ\u00e9e, \u00abaudacieuse et r\u00e9sonnante\u00bb, souligne Emmanuelle Garnaud, elle est indissociable de la p\u00e9riode des grands rassemblements. Familiprix (Ha ! Ha !) Encore ici, un chouchou des sp\u00e9cialistes. Cette campagne publicitaire, v\u00e9ritable ph\u00e9nom\u00e8ne de soci\u00e9t\u00e9, a surtout permis \u00e0 Familiprix de diff\u00e9rencier son nom avec son concurrent Pharmaprix. \u00abLes Qu\u00e9b\u00e9cois croyaient \u00e0 tort que la cha\u00eene n\u2019existait plus\u00bb, indique Luc Dupont. Pour Ren\u00e9 Gendreau, cette campagne a fait bouger les autres majeurs de l\u2019industrie. \u00abJean Coutu s\u2019est r\u00e9ajust\u00e9, Uniprix a \u00e9galement chang\u00e9 sa fa\u00e7on de faire, \u00e7a donn\u00e9 un grand coup\u00bb, dit-il. Parfait en pharmacien pince-sans-rire, Sylvain Marcel a \u00e9galement gagn\u00e9 ses gallons de star avec la campagne.   Producteurs de lait du Qu\u00e9bec(Le lait franchement meilleur, la campagne blanche et \u00c0 deux c\u2019est mieux) La campagne des producteurs de Lait du Qu\u00e9bec s\u2019est v\u00e9ritablement envol\u00e9e \u00e0 partir des ann\u00e9es 80 avec les publicit\u00e9s mettant en sc\u00e8ne un jeune acteur comique du nom de\u2026Normand Brathwaite. Dans le milieu des ann\u00e9es 90, les producteurs frappent encore plus fort et ressortent des vieux tubes des boules \u00e0 mites lors de la campagne blanche. \u00abCette campagne a frein\u00e9 le chute du lait au Qu\u00e9bec\u00bb, affirme Luc Dupont. Pour Emmanuelle Garnaud cependant, c\u2019est la derni\u00e8re campagne – \u00c0 deux c\u2019est mieux – qui est la plus r\u00e9ussie. Une publicit\u00e9 vibrante, collective et civique qui a plu \u00e9norm\u00e9ment. Pepsi (Campagne avec Claude Meunier) Voici une campagne qui a fait \u00e9poque. Dans les ann\u00e9es 80, fort de son succ\u00e8s avec Ding et Dong, l\u2019humoriste Claude Meunier devient l\u2019image de Pepsi. En moins de temps pour d\u00e9boucher une bouteille, la multinationale d\u00e9passe sa concurrence Coca-Cola au Qu\u00e9bec. \u00abPepsi a marqu\u00e9 un grand coup avec cette campagne car l\u2019entreprise a adapt\u00e9 son message au march\u00e9 qu\u00e9b\u00e9cois\u00bb, dit Luc Dupont. Tout le monde se rappelle la pub dans laquelle Meunier joue un hockeyeur, en interview d\u2019apr\u00e8s-match, avec l\u2019ex-analyste Lionel Duval. Un moment d\u2019anthologie. Bell (M. Bell avec Beno\u00eet Bri\u00e8re) Beno\u00eet Bri\u00e8re alors jeune com\u00e9dien se voit confier par l\u2019agence Cossette le r\u00f4le de Monsieur B. Reviennent \u00e0 intervalles, des personnages loufoques, des tricot\u00e9s serr\u00e9s, des immigrants russes ou le fameux beau-fr\u00e8re nous vantant les services de Bell dans plus d\u2019une centaine de concepts. \u00abC\u2019\u00e9tait \u00e0 l\u2019origine pour cr\u00e9er un capital de sympathie avec une entreprise qui avait \u00e9t\u00e9 monopolistique tr\u00e8s longtemps\u00bb, dit Luc Dupont. Pour Ren\u00e9 Gendreau, la force de cette publicit\u00e9, r\u00e9sidait dans l\u2019attente de la suite. \u00abC\u2019\u00e9tait comme un feuilleton, un t\u00e9l\u00e9roman, on avait h\u00e2te de conna\u00eetre les autres publicit\u00e9s\u00bb. McDonald\u2019s (J\u2019aime McDo) Est-ce que vous saviez que le slogan \u00abJ\u2019aime McDonald\u2019s\u00bb a \u00e9t\u00e9 invent\u00e9 ici au Qu\u00e9bec? Affirmatif. Fruit de la collaboration entre la multinationale et l\u2019agence Cossette, la mythique phrase a \u00e9t\u00e9 utilis\u00e9e plusieurs fois sur des panneaux-r\u00e9clames dans la province mais \u00e9galement un peu partout dans le monde. \u00abIl s\u2019agit d\u2019une des premi\u00e8res pubs qu\u00e9b\u00e9coises \u00e0 s\u2019exporter et \u00e0 remporter des prix internationaux\u00bb, dit Emmanuelle Garnaud-Gamache. Celle-ci affectionne plus particuli\u00e8rement celle de la Joconde dont le myst\u00e8re entourant le sourire est dor\u00e9navant r\u00e9solu : elle aussi aime McDonald\u2019s. Club Med (Campagne de panneaux-r\u00e9clames) Autre campagne de panneaux-r\u00e9clames, celle du Club Med a donn\u00e9 un grand coup dans les ann\u00e9es 80. L\u2019entreprise a utilis\u00e9 divers slogans montrant la dichotomie entre la vie stressante des grandes villes et le cadre relaxant dans les clubs Med. D\u2019une entreprise presqu\u2019inconnue, elle devient une majeure dans l\u2019industrie. Violence conjugale (Publicit\u00e9 r\u00e9alis\u00e9e par Jean-Claude Lauzon) Voici une publicit\u00e9 percutante r\u00e9alis\u00e9e par un des plus r\u00e9alisateurs les plus dou\u00e9s du Qu\u00e9bec, le regrett\u00e9 Jean-Claude Lauzon. Apr\u00e8s un fondu noir, on voit appara\u00eetre la com\u00e9dienne Louison Danis ensanglant\u00e9e qui se cache d\u2019un mari violent. Accompagn\u00e9e d\u2019une ballade de Marjo, la publicit\u00e9 marque les m\u00e9moires. D\u2019autres pubs de la Soci\u00e9t\u00e9 d\u2019assurance automobile du Qu\u00e9bec (SAAQ) sont aussi remarquables. On pense \u00e0 celle de Projet Orange, qui utilisait les vraies images d\u2019un jeune perdant la vie au volant de sa voiture \u00e0 200 km\/h. \u00c7a donne froid dans le dos. Honda (Campagne publicit\u00e9 avec Martin Matte) On ne change pas une recette qui fonctionne. La campagne pub de Honda con\u00e7ue par l\u2019agence Bos avec Martin Matte s\u2019appuie sur le m\u00eame mod\u00e8le que celle de Pepsi ou Bell. Un porte-parole connu, un humour d\u00e9cal\u00e9 et au bout du compte beaucoup de visibilit\u00e9 et de notori\u00e9t\u00e9. Encore plus, c\u2019est la qualit\u00e9 de la campagne qui impressionne Jean-Jacques Str\u00e9liski. \u00abC\u2019est tellement cisel\u00e9, c\u2019est tr\u00e8s bien fait\u00bb, dit-il. Renault 5 (Le Schnac, \u00e7a s\u2019attrape) L\u2019histoire de cette pub est compl\u00e8tement loufoque. Cossette d\u00e9croche tout","datePublished":"2008-05-26","dateModified":"2025-09-21","author":{"@type":"Person","@id":"https:\/\/www.manuristrategies.com\/blog\/author\/yannickmanurimedia-com\/#Person","name":"Manuri Strat\u00e9gies | Yannick Manuri","url":"https:\/\/www.manuristrategies.com\/blog\/author\/yannickmanurimedia-com\/","identifier":3,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/ff96bfccbfee82ace16f1445c10bf5c7b48abd14370162c116e78416b69f8c84?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/ff96bfccbfee82ace16f1445c10bf5c7b48abd14370162c116e78416b69f8c84?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"Manuri Strat\u00e9gies | Yannick Manuri","logo":{"@type":"ImageObject","@id":"https:\/\/www.manuristrategies.com\/wp-content\/uploads\/2022\/12\/manuri_logo_250x250.png","url":"https:\/\/www.manuristrategies.com\/wp-content\/uploads\/2022\/12\/manuri_logo_250x250.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.manuristrategies.com\/wp-content\/uploads\/2008\/05\/les-dix-publicites-marquantes-du-quebec.jpg","url":"https:\/\/www.manuristrategies.com\/wp-content\/uploads\/2008\/05\/les-dix-publicites-marquantes-du-quebec.jpg","height":628,"width":1200},"url":"https:\/\/www.manuristrategies.com\/blog\/2008\/05\/26\/les-10-pubs-marquantes-du-quebec\/","video":[{"@context":"http:\/\/schema.org\/","@type":"VideoObject","@id":"https:\/\/www.youtube.com\/watch?v=Y-Tbq0OTQdQ#VideoObject","contentUrl":"https:\/\/www.youtube.com\/watch?v=Y-Tbq0OTQdQ","name":"Labatt 50 Lui, y connait \u00e7a! 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