‘Hey, what’s up Q92? There’s something I’d like to say to Stan. Do you remember sticking my head in the garbage in the schoolyard? And in high school you stole both of my girlfriends? And you used to say that my dog was always ugly. Well, I wanted to tell you I won the Lotto 6/49. So, yeah, have a great day!’

Talk about seamless integration.

Three new radio spots from Montreal-based Loto-Québec replicate talk radio call-in shows, with some even including customized taglines for the different stations. The ‘calls’ seem like part of the station’s content until messaging for Lotto 6/49 is introduced at the end, along with the company’s long-running ‘Always Be Nice’ slogan.

‘The intention is for listeners to at first think it’s part of the show,’ explains Lynda Zuliani, Loto-Québec’s director of advertising and communications. ‘I think radio is a great media for being fun.’

The spots, by Montreal-based Sid Lee, are running across Quebec in English and French.