At one point, Vidéotron was buying out so many mobile contracts that it wanted to console its competitors who were losing clients. It decided to dedicate some of the best break-up songs to those brands, right before they played on the radio. It inserted the following script in 15-second bumper ads just before songs like Toni Braxton’s Unbreak My Heart and Ed Sheeran’s Shape of You began to play:

VO: Vidéotron would like to dedicate the next song to all its competitors currently going through a break-up.
Since Vidéotron brought back many customers mobile contracts by offering them up to $250 off, the competition is having a bit of a tough time.
This song is for them…
[music fades in]