When you think of major cultural moments where entertainment and advertising collide, the Super Bowl would rightly be at the top of the list. But in Quebec, that moment arrives a couple of months earlier with the Bye Bye.
For generations, the Bye Bye has been Quebec’s most powerful collective media moment. The show first aired in 1968, and it has remained the cornerstone of Quebec's New Year celebrations. Today, it’s much more than just a satirical comedy television show - it’s become an annual ritual which almost everyone is watching.
The most recent Bye Bye once again drove incredible numbers:
Average viewership: 2.63 million
Audience share: 87%
At a time when traditional linear TV viewership is dropping, those are astonishing numbers. Appointment viewing on this scale is extremely rare, and is arguably one of the last true “everyone’s watching the same thing” moments in Quebec.
That’s massive for marketers in the era of fragmented media consumption. This year, the Panoply team saw some amazing TV ads from brands looking to capitalize on this mass attention. Here are some of the Panoply Media team’s favourites:
1. Metro
In this commercial by Cossette, Metro turned its attention to an issue that will be front and centre in January: the return of formal address (“vous”) in schools. Through a series of in-store scenes, the recruits discover - for better and for worse - that using formal language comes naturally with customers… but much less so with coworkers. The faux documentary filming style - similar to The Office - also added a layer of authenticity.
2. CAA
For its first-ever appearance on the Bye Bye, CAA-Quebec staged a holiday celebration which then descends into chaos - all because of a flat battery. It uses humour to demonstrate the peace-of-mind provided by the CAA, even during the most festive occasions. Great work by CAA, and of course agency LG2.
3. Mondou
This was Mondou’s fifth appearance on the Bye Bye, and this time the pet retailer took on the doom and gloom which dominated 2025 - and reimagined it with a furry twist. The take? If you can’t eliminate bad news altogether, you can at least add some pets to make it more cuddly. Another great execution by LG2.
There were also honourable mention for IKEA, who worked with Rethink, to make Bye Bye become Baille Baille - signifying the link between the Bye Bye and bedtime. We also loved Bell and their collaboration with internationally acclaimed filmmaker Xavier Dolan, plus Sirop Érable’s work to launch a parody jingle that’s bound to get stuck in your head… and into your recipes.
Every market has its defining cultural moments. In Quebec, the Bye Bye remains unmatched in its ability to bring people together, reflect the times, and set the tone for the year ahead.
As media continues to fragment, moments like this become rarer - and more valuable.
The Bye Bye isn’t just a tradition. It’s a reminder of what happens when content, culture, and collective attention align. It really is Quebec’s very own Super Bowl moment.
Are you ready to maximize your media strategy? Let’s talk.
