LABATT 50

For the campaign's television spots, [Labatt] and BCP cast Olivier Guimond, a Quebec comic who became famous as the star of the television show Cre Basile. As a product of Quebec culture and a popular figure within it, Guimond's comic sensibilities-which included an emphasis on mugging-aligned with those of his audience. And as a native son, Guimond lent credibility to the campaign tag line, "Lui, y connait ca" (That guy knows what he's talking about).