The Little Knight, Belairdirect’s masked ambassador, is taking a leading role throughout the fall season of one of Canada’s most-watched shows, Chanteurs Masqués, the Quebec version of The Masked Singer. 

TVA’s flagship show has an audience of 1.5 million, according to Numeris data (September 7 to October 19, 2025). The brand integration was put together as part of a strategic partnership with Quebecor Expertise Media, the company’s ad sales division.

The Little Knight will have a prominent presence in every episode of Chanteurs Masqués and is the first mascot to ever play a narrative role in the show. The campaign is the work of media agency PHD Montreal and creative agency Sid Lee.

The campaign strategy was built around the connection that Belairdirect has been protecting the cars and homes of Canadians for 70 years, and now the Little Knight is protecting the show’s vault and offering the judges the chance to save a contestant from elimination. 

The masked mascot integrates into the show, which is all about head-to-toe costumed celebrities performing popular songs while judges attempt to guess their identities. 

In addition to the on-stage appearances of the Little Knight, sponsorship billboards and digital banners will have high visibility across different channels.

“We wanted Belairdirect to be woven into the story being told on screen,” says Bryan Dinh, VP of brand, digital and growth marketing at Belairdirect. “The Little Knight is a well-known character, and his integration into Quebec’s version of The Masked Singer brings our protection promise to life in a playful and memorable way.”

He adds that Belairdirect is always looking for new and innovative ways to connect with its audiences. The partnership with the show presented a unique opportunity to shine a spotlight on its beloved Little Knight, while seamlessly integrating the mascot into the Chanteurs Masqués concept.