During December 2014, he ran a billboard ad in the Montreal Metro stating that "For Christmas, I'd like a complaint from the Office de la langue française", in reference to the Quebec government organization that requires businesses to run ads in French. After a complaint was received, the English text was blacked out and replaced by "Pour Noel, j'ai eu une plainte de l'Office de la langue française" ("For Christmas, I got a complaint from the Office de la langue française"). This marketing campaign, designed by Sid Lee, garnered much attention from Quebec media and was the centre of heated debates between different linguistic communities in the province.