Fans React as Ivan Demidov Speaks French and Eats Poutine in a New Ashton Campaign

The new star of the Montreal Canadiens, Ivan Demidov, is everywhere these days.

After partnerships with BEHY, Relax Downlow, and Warrior, he's now becoming the face of the poutine chain Ashton, which aims to establish itself in the Greater Montreal area.

This collaboration comes as Ashton, an iconic brand from Quebec City founded more than 50 years ago, has just opened its 24th restaurant in Mirabel, at the Premium Outlets.

The commercial, released Friday morning, shows Demidov saying a few words in French - a nod to his arrival in Montreal!

The company explained that they chose the player because "Ashton is starting its first full season this season" in the metropolis, just like Demidov with the Habs.

A clever play on words!

But public reaction has been mixed.

Some fans find the campaign refreshing, while others feel that Demidov is taking on too many endorsement deals, which could hurt his image.

However, As columnist Maxime Truman wrote on Dans les Coulisses:

In my opinion, the young Russian simply seems to be enjoying discovering the local culture while making the most of his popularity. Like any other professional athlete, I don't see anything wrong with collaborating on brand deals.

For its part, the Ashton brand is banking on this partnership to rejuvenate its image and attract a broader audience.

I think it's perfect! I have to admit, I love Ashton poutine. It's a must stop every time I go to Quebec City!

However, some fans are wondering if Demidov might be spreading himself too thin.

They'd rather see him shine on the ice than in commercials... But clearly he's been outstanding!

In my view, Demidov is integrating into Montreal in his own way. Whether it's through poutine, hockey, or ads, he's following his own (pun intended) recipe for success!