Canadiens rookie sensation Ivan Demidov stars in a new ad for the Quebec City-based, poutine-focused, fast-food chain Ashton and the comical advertisement is the latest sign the new Habs stars are more open to local commercial opportunities than ever before.

Nick Suzuki, Cole Caufield and Juraj Slafkovsky have all been in French-language Quebec TV commercials in recent years. This is contrast to the era when the team was managed by Marc Bergevin and the top Habs players, like Carey Price and Shea Weber, kept a much lower profile off the ice. In fact, in those years, it was easy to get the impression management wanted to keep the team’s stars as far away from the media possible.

That’s changed big time ever since Chantal Machabée took over as vice-president of communications for the Can

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