Pont-Masson ad evokes a classic movie

Matériaux Pont-Masson is making buzz with its latest marketing campaign, a tribute to the 1977 film Slap Shot. The BMR-affiliated store network has partnered with Gravité Marketing since 2019 and the idea for the spot came out of a brainstorming session between the agency and the retailer. Although an American production, Slap Shot became a cult classic in Quebec due to its casting of local talent and extensive vernacular French dialogue.