Manmade Têtes à Claques links Ciavirella to less than 90 seconds
Manmade têtes à claques just put Raoul and Johnny Boy into a less-than-90-second phone exchange about boxers, turning a quick gag into an unusual Quebec brand crossover. The new video arrives as MANMADE leans harder into local culture, with cofounder Anthony Ciavirella calling the pairing both a dream and an obvious choice.
Anthony Ciavirella and Raoul
The collaboration is an inédit creation that brings together two universes deeply rooted in Quebec popular culture. In the video, Raoul and Johnny Boy use a short call to transform a pair of boxers into a promise of a completely crazy experience, which gives the brand a cleaner signal than another conventional ad campaign would have.
Ciavirella put the company’s position plainly: "Le Québec est une culture forte, distinctive, vivante. Nous sommes d’ici. Travailler avec Les Têtes à Claques, c’était un rêve, mais aussi une évidence: c’est une façon de célébrer ce qui nous rassemble, avec humour, sans prétention et sans détour". That framing matches the brand’s stated aim of showcasing Quebec in all its cultural richness with self-mockery.
OUI PAPA and 2,000 videos
The new clip follows MANMADE’s earlier OUI PAPA campaign for the 60th Super Bowl, another sign that the company has been using humor as a core marketing tool rather than as a one-off tactic. MANMADE says it has created more than 2000 videos since its beginnings, which helps explain why this collaboration reads less like a detour and more like an extension of how it already talks to its audience.
MANMADE also opened its first store after saying it had served more than 1.5 million customers remotely. Robert Marzin described that move as the next step in the relationship the brand has already built online: "Depuis le jour un, on a bâti MANMADE en étant en conversation constante avec nos clients, à travers chaque échange avec notre service à la clientèle. Ouvrir notre première boutique, c’est une suite naturelle: poursuivre cette conversation, mais en personne. Pouvoir écouter, comprendre, voir concrètement comment nos produits s’inscrivent dans leur quotidien, c’est une étape clé pour continuer à faire évoluer notre offre de produits".
First store, same conversation
The new storefront and the Les Têtes à Claques video point in the same direction: MANMADE is pairing physical retail with a more local, self-aware brand voice. For customers, that means the company is not just selling products; it is trying to keep its Quebec identity visible in both its marketing and its in-person experience, and this latest collaboration is the sharper expression of that strategy.
