The restaurant chain St-Hubert, the well-known chicken serving franchise with over 100 locations in Quebec, designed a promotion that immediately grabbed Marketing Mindspace’s attention. Oh, and don’t be surprise, the subtitles are meant to be:
Aired during the Stanley Cup playoffs, the “Sorry for the competition” spot had a simple task: make people aware of a pricing promotion, before they arrive in restaurants. However, this simple looking task can be quite complicated in a world where most TV viewers are either inattentive during commercials or just simply skipping them. Where we were impressed is in St-Hubert’s ability to surprise the listeners and arouse their curiosity. Indeed, no matter if you are watching a French or English channel, the unexpected Chinese language coming out of your speakers is inevitably “forcing” you to direct your attention to your TV, following along with the subtitles. And that’s where the fun begin for the advertiser: for the following 30 secs, your are not only captive, you want to solve this problem of foreign language. The human being is a creature who has difficulty to handle the unexpected and prefer to come back to status quo whenever possible. Once an advertiser know that, it can use this tool to sell pretty much anything. The franchise brilliantly took advantage of it and decided to sell us discounted chicken.
As an extra, here is their most recent spot. Same theme (more World Cup oriented), different
promotion:
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