Charlotte Cardin joins Martin Matte in a duo of humorous and musical advertisements for Maxi. This is the first time, in six years of partnership as a spokesperson, that the comedian is accompanied by a musical artist to promote the food chain.
In a field in the heart of the Quebec winter, Martin Matte chats with a real Quebec pork-producing family. Behind them, none other than Charlotte Cardin plays a melancholic melody on the piano while sprinkling the comedian’s speech with words and comments sung almost in distress. Together, they claim that people who are cautious regarding buying meat from Maxi – including Quebec pork – make the little family sad.
This sarcastic concept is straight out of the imagination of Guillaume Bergeron, associate designer-editor, and his team at lg2. For five years, he has enjoyed working with Martin Matte on Maxi advertisements.
“Obviously, we always try to surprise, explains the designer. Martin is always up for it and we share a great madness. With this concept, we liked the idea that the character of Martin uses false manipulation. The original idea was for there to be an artist playing the piano and for it to be melancholy. With, in addition, the back vocals by Charlotte Cardin, a very fashionable artist, it was perfect. Because everything she sings becomes beautiful and poetic. »
If the artist agreed to shoot two of his first commercials with them (the one on Quebec pork and the one with Bœuf Québec that can be seen on television and which will be presented on Facebook on Wednesday), it is because She was already very fond of Martin Martin’s humor, especially in his work with Maxi.
“It made him happy to embark on our creative trip, continues the designer, betting on the slick and aesthetic side to create his advertisements. There was even a bit of improvisation between Charlotte and Martin on location, during the two days of filming: one for each commercial. »
Martin Matte was also happy to shoot with Charlotte Cardin, a singer that his 17-year-old daughter listens to “non-stop”. Even though the shooting of the commercial with the piano took place outside, at a temperature of -20 degrees Celsius.
“People often tell me, when an ad comes out: ‘ah, that’s the best'”, explains the 51-year-old comedian. The latter praises the audacity of Maxi and the work of Guillaume Bergeron, Jean-François Chagnon in the production and André Turpin in the photo (known for his work in the cinema, in particular on films by Xavier Dolan). “I figure if people forget the old one and find the new one even better, the batting average is good. [rires]. For this one, I was happy that Charlotte was there, that it encouraged local buying, that local producers were happy and that people were entertained. I think there’s a lot of beauty and positive in that. »
