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Memes are becoming increasingly popular, he says, so a product ad that uses one could go viral very quickly because it's highly shareable and humanizes the brand. But he warns that a meme could overshadow the product. Can memes make for successful marketing?Ĭoncordia University marketing professor Tieshan Li says memes can be a very effective and affordable marketing strategy compared to traditional ads.

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The full campaign will include a mockumentary about Arató's time in Montreal - which he said he loved and described as 'a mixture of America and Europe.' The team hopes to get the video on airlines and include it in an online campaign that will roll out in the fall.

'Who doesn't like to be entertained? We don't like to think of ourselves as a fashion company… so I think bringing humour makes it attractive to a wider audience.' 'I hope people get a lot of joy from seeing the commercial, that it makes them laugh,' she said. The Hide the Pain Harold meme seems to resonate with people across generations - people of all ages recognized him on the street, and Couture-Doherty hopes the novelty of the ad campaign will attract anyone who wears tights. (Submitted by Elisabeth Couture-Doherty)Īrató's presence made a splash when he posted photos of himself in the city, and he says people recognized him everywhere he went. The Sheertex team thought of what a pain it is to rip your tights and have to put on a brave face - the intention behind using Hide the Pain Harold for its ad. I was sitting at the control desk and sitting on the conveyor belt.' 'I was visiting the production plant and checked the quality of the tights, tried to rip them and could not, it was fun. 'I'm especially happy because this is my first time in Quebec, in Montreal…. The team managed to get in touch with Arató's agent and says it was easy to convince him to come to Montreal and shoot the ads.

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They didn't even know how to contact Arató.īut the Sheertex team thought of what a pain it is to rip your tights and have to put on a brave face - the intention behind using Hide the Pain Harold for its ad. The idea for the advertisement campaign came over six months ago, but back then, Couture-Doherty and her team had no idea if it would actually work. 'We feel like there's a lot of power in memes… There is this really personal connection between the audience and memes.' Hide the Pain Harold in Montreal I do think memes are celebrities in their own right,' she said. Usually this comes in the form of a famous model, an athlete. 'It's not uncommon for brands to use celebrities as spokespeople. But the vice-president creative of Sheertex, Elisabeth Couture-Doherty, says that's part of the idea.

When people think of tights, they might think of fashion and glamour more than an older Hungarian man holding a coffee cup. As It Happens Artist behind 'This is fine' meme can't escape it 10 years later - and he's fine with that