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Hydro-Québec: Martin St-Louis stars in new commercial
Martin St-Louis is perhaps one of the most popular and well-liked people in Montreal today. The Habs coach, who boasts a 52-71-12 record at the helm, is beloved for the work he does coaching a young team.

Because, in reality, the record isn’t glorious, but you can still sense a progression. And for a young core, that’s far more important than wins and losses.

The club’s fans understand that this is all a process, and the fact that St-Louis continues to improve the group means that fans are understanding.

Our colleague Maxime Truman said it best on Monday: the CH really do have the best fans in the world.

Naturally, the fact that St-Louis is so popular in Montreal means that his image sells. People trust him, so he’s the perfect representative for any brand…

And Hydro-Québec obviously understands this, as a new ad featuring the Tricolore coach has been unveiled.

In the ad, St-Louis talks about his “game plan” for the energy transition. He talks about his strategy on the defensive (saving existing electricity) and on the offensive (creating new sources of clean energy production), explaining that everyone must do their part, just as every player must adhere to the game plan.

We even see him taking shots on reception when he presents his plan of attack. In any case, he hasn’t lost his touch.

Going after well-known faces in the hockey world to advertise in Quebec isn’t exactly a new strategy, but it’s a proven one. Several of the club’s players have done McDonald’ s ads in recent years, Arber Xhekaj has his own hamburger at La Chambre, Nick Suzuki and David Savard have an ad with Pepsi, and we’ll also remember Marc Bergevin doing barbecue ads saying “he loved his Weber”.

However, in these cases, we’re talking about private companies. After the saga of the $5-7 million in public funds to host two Kings preparatory games in Quebec City next fall, I wonder if these public funds for advertising (unless he did it for free, but I doubt it) will cause as much of a stir (actually, no, it won’t).

That said, I like the concept of advertising, and it’s still pretty cool. And I have a feeling we’ll be seeing a lot of it over the next few weeks.

In bursts

– It’s getting worrying.

– Emil Bemstrom in the waivers.

– The Flames would be willing to trade Elias Lindholm, Noah Hanifin and Chris Tanev, in addition to Nikita Zadorov. [HF]

– Cole Caufield keeps the confidence.

– Russia: a player collapses and dies suddenly on the ice in the middle of a game.[H&L]

– Some pretty harsh words from Antoine Roussel.

– Two major injuries.

– Good question.

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