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Everybody knows that a hit song can be the driving force behind a successful ad campaign. But finding an instantly recognizable song that includes the brand’s name? That’s the stuff advertising dreams are made of. And RONA’s latest campaign might be the perfect example of this rare double play.

 For obvious linguistic and cultural reasons, Canada’s largest francophone market operates a little differently than the rest of the country. A good concept will work anywhere; but when it comes to music, Quebec is definitely a distinct society. No matter how popular the song, English is often frowned upon, which means you need to work with people who are very knowledgeable about the local music scene. “In most cases, our clients will ask us to find a francophone equivalent to the Anglo song they have already picked,” explains Pauline Viard, Project Manager and music supervisor at Music Rights Clearance. “We can always come up with good alternatives but it can be hard to find one that has the exact same vibe and message so we sometimes have to fall back on an instrumental version of the original song.”

Distinct and Original

But Quebec’s cultural specificity, and the accompanying limitations it brings, can also yield surprising and serendipitous results. This is precisely what happened when RONA, the Québécois hardware giant, asked Sid Lee to helm a multi-platform campaign. In a flash, “My Sharona,” the debut single which turned the Californian group The Knack into a global phenomenon in the summer of 1979, morphed into “Mike chez RONA” (Mike from RONA), an insanely catchy jingle with a built-in recognition factor celebrating the expertise of RONA’S employees. 

“The folks at Sid Lee came to us with a fully developed concept and even had a first version for the new lyrics to the song, recalls Pauline. “So we had a very clear vision of where we were going: not exactly a cover, but a fun and respectful take on a fun song.” 

Securing the rights to the song was just the first hurdle. But getting the artist to sign off on a version that switches languages and meanings is a whole other ball game. “What made it easier, in a way, is that we were dealing directly with the band, who were immediately on board with the concept, explains Pauline. They had no problem with the humorous take, which made the whole process seamless.”

In On The Joke

Finding the right tone is often key. Unless they’re in on the joke, as was the case in Mountain Dew’s surreal ad, which saw Seal, transformed into an actual sea mammal, singing “Kiss from A Lime,” some artists might balk at the idea of turning their work into a joke. Katie Seline, Partner and Managing Director at MRC recalls a campaign to promote tourism in Montreal, Ottawa and Toronto during the pandemic where diplomacy was key. “The client really wanted to use “Escape (The Pina Colada Song)” but we were warned that the original artist, Ruper Holmes, may not like the absurdist take on his cherished hit. We were pretty sure it would be an unambiguous NO, but the agency created a brief that spoke directly to Mr. Holmes for us to pass along to him. It explained the project in detail, and he was so charmed by the personal attention that he finally said yes.”

Proof that knowing who to ask is only the first step. Finding out how to ask is what will get you to the finish line.