Nine months after a controversy that destroyed his career, Guillaume Lemay-Thivierge makes a remarkable return in an advertisement for Meubles RD.
This announcement, filmed with comedian Jérémy Demay, marks the actor’s first significant media appearance since the controversial video which sparked outrage last March.
However, this return was not received uniformly: while Quebecor and Bell agreed to broadcast the advertisement, - categorically opposed it.
This means that the ad will be broadcast on TVA Sports and RDS.
In the ad, Jérémy Demay, longtime spokesperson for Meubles RD, introduces Lemay-Thivierge with a bit of biting humor:
“You know, at Meubles RD, they really cut corners to offer you the best prices. The only artist I could invite for the end of the year was someone who was really, really cheap. »
The camera then turns to Guillaume Lemay-Thivierge, who responds in the same tone:
“There are many things that I am not, but available, yes. »
By playing on irony, the advertising makes fun of Lemay-Thivierge’s journey through the professional wilderness since the scandal. This attempt to improve its image, although audacious, divides the public.
- says NO NO and NO.
The state-owned company decided to refuse the broadcast of the advertisement, initially designed to be presented during Bye Bye.
According to -, the decision is based on an internal policy which prevents the broadcast of advertising messages likely to place the broadcaster “at the center of a controversy or public debate”.
Philippe Allaire, marketing director at Meubles RD, expressed his respect for -’s decision, while maintaining that the advertising will be broadcast on TVA and Noovo, as well as on RDS and TVA Sports, popular platforms owned by Quebecor and Bell .
By accepting this announcement, Quebecor and Bell are demonstrating tolerance for Lemay-Thivierge’s past controversies, a position that could surprise many.
The acceptance of this ad by RDS, owned by Bell, and TVA, owned by Quebecor, means that sports fans will see Lemay-Thivierge on their screens.
The move raises questions about how these networks handle controversies surrounding public figures.
For some, this reflects commercial openness, while for others it could be seen as a lack of sensitivity to past incidents.
This return of Guillaume Lemay-Thivierge comes after a series of controversies which marked his career.
The video released in March, where he attempted a questionable play on words between “job” and “birch”, was interpreted as a joke targeting black people because of an N-word carved into the tree in the background .
Despite his apologies and claims that he had not noticed the inscription, public outrage resulted in the loss of all his contracts.
This scandal was not the first for the actor. In September 2022, his disjointed speech during the Gémeaux Gala created discomfort live.
His refusal to be vaccinated during the pandemic had also tarnished his reputation.
By agreeing to broadcast this ad, Quebecor and Bell are taking a calculated risk. While some see this as an opportunity to give a controversial figure another chance, others consider this choice insensitive to those who have been offended by Lemay-Thivierge’s past actions.
Public reaction will be crucial to measuring the impact of this bold return.
The return of Guillaume Lemay-Thivierge in a widely broadcast advertisement is a risky bet, both for Meubles RD and for broadcasters like Noovo, RDS, TVA and TVA Sports.
If this attempt at rehabilitation is applauded by some for its audacity, it could also reopen wounds in others.
Lemay-Thivierge is now playing on a razor’s edge: every public appearance is scrutinized, every word analyzed.
This return to the spotlight marks a new stage in a career marked by spectacular highs and shattering lows.
It remains to be seen whether the Quebec public is ready to turn the page or whether this gesture, although ambitious, will revive the tensions of a past that is still too recent.
The debate is far from over.
-’s refusal to broadcast the Meubles RD advertisement featuring Guillaume Lemay-Thivierge, during Bye Bye on December 31, sparked a wave of criticism on social networks.
While TVA, Noovo, RDS, TVA Sports and other platforms agreed to broadcast the advertising message, this decision by the state-owned company frustrated the public.
For many Internet users, this choice by - shows excessive caution, or even a lack of courage.
If the public company’s advertising code prohibits any message that could cause controversy, some see it as a roundabout way of avoiding social pressure.
The presence of Guillaume Lemay-Thivierge, although controversial, is accompanied here by a tone of self-deprecation which, according to his defenders, could have defused tensions and initiated the beginnings of reconciliation.
On the other hand, others applaud -’s decision, believing that the controversy surrounding Lemay-Thivierge is still too recent to be treated lightly.
For these critical voices, including the actor in an ad aired during such an iconic moment as Bye Bye would have sent the wrong message, downplaying the seriousness of his past mistakes.
Philippe Allaire, marketing director of Meubles RD, seems perfectly aware of the risk associated with this advertising campaign.
By banking on a controversial figure like Guillaume Lemay-Thivierge, the company is using boldness to attract attention and spark conversations.
Internally, this decision is based on a well-considered strategy: diverting the controversy to highlight the humorous and accessible aspect of the brand.
“We understand that reactions may vary, but our intention is to entertain”affirmed Allaire, while emphasizing that the concept also aimed to recall the company’s commitment to offering the best prices.
However, the choice of Meubles RD is not limited to a simple desire to provoke. By associating Lemay-Thivierge with a light and supposedly funny advertising message, the company opens the door to a gradual rehabilitation of the actor, while capitalizing on the curiosity generated by his media feedback.
While - chooses to be cautious, TVA, Noovo, RDS and TVA Sports, owned respectively by Quebecor and Bell, adopt a more permissive position.
But let’s not be naive. Money speaks for TVA and Bell, which are heavily dependent on advertising revenue.
Their leaders may have judged that Lemay-Thivierge’s presence was less risky than abandoning a potentially lucrative campaign.
“Cash”…leads the whole world…especially in the world of Quebec television.
-, as a public broadcaster, must justify its choices in the name of its somewhat stuck values.
For -, money doesn’t speak, since the station is paid for by our taxes.
The humorous and self-deprecating tone adopted in the advertising also raises questions. While some welcome the effort to defuse tensions, others consider this approach clumsy, even inappropriate, given the seriousness of the accusations that led to the fall of Lemay-Thivierge.
In a context where Quebec society is increasingly aware of the issues of respect and inclusion, such a campaign risks being perceived as an attempt to minimize the actor’s past errors, rather than confronting them.
The return of Guillaume Lemay-Thivierge to the screens, although framed by a humorous tone, poses a fundamental question: is it too early for him to regain a place in the media space?
For some, this return is legitimate, insofar as the actor paid a high price for his mistakes and deserves a second chance.
For others, the absence of a clear and sincere apology from him makes this rehabilitation premature and problematic.
This affair shows that Guillaume Lemay-Thivierge remains a polarizing figure, capable of attracting as much support as criticism.
If his return to advertising really shows a desire to turn the page, it is obvious that his public image has not yet been repaired.
While sports fans are preparing to see him again on their screens thanks to broadcasters like TVA and RDS, the controversy surrounding his person could continue to fuel the debates.
For Lemay-Thivierge, this return is an opportunity, but also a risky bet: every word, every gesture will be scrutinized, and the slightest clumsiness could destroy any hope of lasting rehabilitation.
We advise him to no longer walk in the forest in 2025…
