Sears-owned Corbeil Appliance‘s decision to use its long-time Québec spokesperson Yves Corbeil in its Ontario advertising is puzzling.
Yves Corbeil is a very familiar face in Québec. He began his career as a television host in 1964 and has since appeared in over 100 Quebec shows of various genres. He has been the retailer’s spokesperson since 2002.
Corbeil Appliances’ website states that “Corbeil chose a well-known actor and speaker as spokesperson for the company in all its communications. Yves Corbeil’s personality – friendly and always willing to listen – fits perfectly with the image of Corbeil stores.”
That may be so in Québec but Mr. Corbeil isn’t well known in Toronto. There are no doubt cost efficiencies in using the same creative in both markets. I guess he’ll eventually become the face of the “specialist” even if few will recognize the namesake.