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Where its future buyers go, HGregoire’s Harry Kasparian will follow. He recently hired Quebec TikTok content creator Alexis du Mais to create a humorous, 47-second video on how to buy a car.

The ad, designed to appeal to a younger audience, combines the whimsy of a blonde-wigged du Mais with practical information on car buying. Marketing experts praised Quebec-based HGregoire’s approach, saying reaching out through the “television-on-steroids” platform is a master stroke in engaging the 20and 30-somethings in the target audience.

HGregoire is a Montreal-based dealership group comprising 31 dealerships across North America, including 20 in Quebec.