Coca-Cola concluded 2024 with an emotional campaign honouring Quebec’s singer and songwriter legend Jean-Pierre Ferland, who died last year.

In partnership with WPP’s Open X, led by VML Canada, the brand brought together 10 Quebecois artists from different generations inspired by Ferland to record a heartfelt and festive reinterpretation of the musician’s song Le petit roi. The new version was captured in a nearly five-minute video ad, which also features recording sessions with testimonials from the artists about the influence of Ferland and his music on their respective careers.

“For this campaign, we wanted to celebrate Quebec’s rich music scene by bringing together artists from all generations. With the passing of music icon Jean-Pierre Ferland, who inspired so many musicians and touched all generations of Quebecers, Coca-Cola decided to honor his legacy,” Maxime Mercier, managing director at VML, tells strategy.

According to the brand, Ferland touched different generations with hits such as Le Chat du Café des Artistes and Je reviens chez nous. His artistic contribution also extended to TV and earned him a place in the Canadian Songwriters Hall of Fame.

Mercier states that the artist’s life and significance in Quebec presented a unique opportunity to create a meaningful work that would connect deeply with the citizens. A moving celebration of Quebec music and its artists also fit with the holiday season and Coca-Cola’s “Real Magic” brand platform, which celebrates authentic moments of human connection.

“Coca-Cola transcended traditional advertising, crafting a shared cultural experience by bringing a moving rendition of Le petit roi to the public,” Mercier adds.

The spot is available on YouTube, Facebook and Instagram. A 90-second film was also aired during the year-end Bye bye 2024 program. Quebec lifestyle media have also made numerous mentions of the tribute in their publications and reviews of the show. Essence Mediacom handled media buying.