Sign up for our newsletter and get a curated list of the top trending stories and exclusive rewards every day.

Trending Topics

Get the MTL Blog app

Download on the App StoreGet it on Google Play
Montreal's STM Has Finally Taken Down The "Butt-Picking Ad" At Berri-UQAM Station

This month, one particular advertisement at the Berri-UQAM metro station caught the attention of Montreal commuters.

ALSO READ: Montreal Is Hosting A “No Pants Metro Ride” This Winter

TL;DR The STM has removed an ad for a hemorrhoid pill. The ad, which features a person picking their butt, was met with widespread criticism. It's unclear whether the STM took the ad down in response or if the advertiser's lease for that space simply came to an end.

The enormous ad, which promoted hemorrhoid pill brand Hemovel, featured a person apparently digging into their behind to relieve an itch.

"Arrêtez de mettre le doigt sur le bobo," the ad read. Needless to say, a magnified image of this uncomfortable situation made some people uneasy. To others, it was absolutely hilarious.

Perhaps this reaction was precisely its point – the ridiculous nature of the ad certainly made it shareable. That kind of exposure can only be good for the product.

Today, however, reports suggest the ad has finally come down. 

"Anyone else kinda sad to see this metro ad go? It was so ridiculous that it made me smile in the morning," wrote Reddit user CuteLilLadybug.

"Man I was so relieved when this ad came down. Was really weird to have my commute punctuated by a 20 foot tall itchy butt," replied user ComradeHuggyBear.

Read the full Reddit post and its glorious comments here.

It is unclear whether the STM took down the ad in response to such widespread public attention or if the advertiser's lease for that space simply came to an end.

Most commuters will likely be thankful the ad is finally gone. Few would like to see someone pick their butt right before boarding a train packed with hundreds of strangers. No one should be "mettre le doigt sur le bobo" on public transportation.

Advertisers tend to get creative on the Montreal metro. With such a huge audience, comprised of individuals yearning for some levity in their dreary commutes, the possibilities are endless.

Who knows what will be next?

More from MTL Blog

Comments 💬

Our comment section is a place to promote self-expression, freedom of speech and positivity. We encourage discussion and debate, but our pages must remain a safe space where everyone feels comfortable and the environment is respectful.

In order to make this possible, we monitor comments to keep spam, hate speech, violence, and vulgarity off our pages. Comments are moderated according to our Community Guidelines.

Please note that Narcity Media does not endorse the opinions expressed in the comment section of an article. Narcity Media has the right to remove comments, ban or suspend any user without notice, or close a story’s comment section at any time.

First and last names will appear with each comment and the use of pseudonyms is prohibited. By commenting, you acknowledge that Narcity Media has the right to use & distribute your content across our properties.