In a fresh initiative to reconnect with its hockey-loving passengers, the Montreal transit agency has enlisted four players from the Canadiens to announce the names of underground metro stations in French. This comes nearly a year after the agency faced criticism for removing “Go! Canadiens Go!” from its bus signs due to concerns regarding Quebec’s language laws. The new campaign aims to infuse daily commutes with the fervour of the Stanley Cup playoffs, allowing commuters to hear the voices of Lane Hutson, Juraj Slafkovsky, Jakub Dobes, and Alexandre Texier as they approach key stops near the team’s Bell Centre home.
A New Voice for the Metro
The initiative introduces a novel element to the metro experience, as passengers can now hear announcements from their favourite players. “This is Lane Hutson, next station Lucien-L’Allier,” announces the young Canadiens defenceman in one of the recordings, which are played as the trains pass through downtown Montreal.
Alexandre Texier, who represented France at the recent Winter Olympics, expressed his excitement upon hearing his voice in the metro. “It felt incredible,” he shared with The Canadian Press. “Some friends sent me the announcement. I think people might be excited to take the metro to hear the voices because Montreal is all about hockey.”
Bringing Playoff Energy to Commuters
Laurence Houde-Roy, a spokesperson for the transit agency, indicated that this initiative marks a first for the metro system, showcasing the voices of players in a context that resonates with local fans. “This is the first time we’ve specifically switched that voice for the next station to feature our four Canadiens players,” she explained. The goal is to inject a sense of excitement into everyday commutes, reminding riders of the electrifying atmosphere that surrounds the team during playoff season.
Jean-François Dumas, president of Influence Communication, praised the campaign for tapping into the deep emotional connection Montrealers have with the Canadiens. He noted that such initiatives highlight how integral the team is to the fabric of city life and its cultural identity. “The Canadiens are woven into everyday life,” he remarked.
Collaborative Spirit and Player Selection
Originating from a viral social media video featuring players in a metro station setting, this campaign capitalises on the enthusiasm generated by that content. “It generated so much interest that we thought, ‘Why not recreate the voices saying that famous next-stop line?’” Houde-Roy said.
The players were chosen based on their schedules, with an emphasis on including Québécois talent. While they aimed for all players to be local, they managed to incorporate Texier, who is fully francophone. The public’s response has been overwhelmingly positive, with commuters sharing their reactions and excitement across various platforms.
In addition to the metro announcements, city buses are also getting in on the action, displaying “Go Habs Go!” on their digital destination signs. However, drivers must manually update each bus, which has proven to be a meticulous task. Currently, approximately 38% of the fleet—705 out of 1,838 buses—have been updated to display the phrase, with the aim of having all buses capable of showing it by the end of April.
Language Legislation and Fan Culture
This renewed enthusiasm around the Canadiens comes on the heels of last year’s controversy, when the transit agency removed the phrase “Go!” from its bus signs following scrutiny from Quebec’s language watchdog. The agency’s correspondence revealed that the watchdog had raised concerns about the use of “Go” over several months, leading to a public outcry and subsequent adjustments in their guidelines.
Following the backlash, the language authority updated its online dictionary, partially legitimising the use of “go” to encourage sports teams, while still favouring “allez” as the preferred term.
Why it Matters
This initiative not only reflects the Montreal transit agency’s commitment to celebrating local culture but also serves as a reminder of the vibrant connection between sports and community identity in Quebec. By integrating the voices of Canadiens players into the daily commute, the agency fosters a sense of belonging and excitement among passengers, reinforcing the team’s status as a cherished symbol of Montreal’s heritage. As the playoffs unfold, these small yet significant gestures enhance the communal spirit, uniting fans and commuters alike in their shared passion for hockey.
