When the Montreal Canadiens hit the playoffs, the entire city transforms into Habsland. It's a time of unwavering belief, quirky superstitions, and community-wide efforts to will the team to victory. This year, hardware giant RONA is once again tapping into that passionate energy with a clever and nostalgic playoff campaign.

RONA, a long-standing partner of the Canadiens, is famous in Quebec for its incredibly catchy "Mike Chez Rona" ads. The campaign has been so successful that the classic tune "My Sharona" is forever linked to the hardware store in the minds of fans. Now, with the Habs securing a playoff berth for the second consecutive season, RONA is bringing back its lucky charm initiative: "RONA on touche du bois" (RONA we touch wood).

Last year, the promotion involved a simple stack of lumber for fans to touch for good luck. This spring, however, they've leveled up in a major way. The centerpiece of the campaign is a piece of Canadiens history: the actual game-used stick from defenseman Patrice Brisebois during the magical 1993 Stanley Cup run.

Starting with the first home game against the Tampa Bay Lightning, RONA representatives will be stationed around the Bell Centre, allowing fans to touch this "bois glorieux" (glorious wood). They've even promised to surprise fan gatherings around Montreal, bringing the iconic stick directly to the people. In a sport where superstition is practically part of the rulebook, this is a genius move that's guaranteed to generate buzz and unite the fanbase.

This kind of playoff tradition is pure Montreal. From former enforcer Georges Laraque recently organizing a pilgrimage up the steps of St. Joseph's Oratory on fans' knees to the legendary 1993 visit by coach Jacques Demers to the Sainte-Anne-de-Beaupré Basilica, Habs fans will try anything to tilt the hockey gods in their favor. RONA's latest campaign perfectly captures that spirit, blending nostalgia, community, and a deep-seated hope for playoff success. It's more than an ad; it's a ritual.