TV Star to rep Sico

Montreal: The star of a Quebec primetime drama series, which drew close to three million viewers over three months last fall, has emerged as the new spokesperson for Sico paint.Pascale Bussieres, the actress who played the determined, hardluck nurse in the...

Montreal: The star of a Quebec primetime drama series, which drew close to three million viewers over three months last fall, has emerged as the new spokesperson for Sico paint.

Pascale Bussieres, the actress who played the determined, hardluck nurse in the Radio-Canada historical drama Blanche, makes a debut in advertising with an appearance in three new tv spots, created by agency bcp.

Bussieres’ face was seen all over the province late last fall, in magazines and promotional displays, as the $10-million Cite-Amerique series went to air.

Sico’s pitch associates the actress’ natural beauty with its own contribution to the beautification of Quebec, says Pierre Camirand, Sico vice-president marketing.

Conceived by bcp senior copywriter Lili Cote, and directed by Charles Biname, the director on Blanche, the three spots premiered March 24 during a broadcast of the Quebec tv series, Scoop.