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A revamped version of the iconic “Joe Canadian” Molson Beer ad from 2000 has resurfaced, and this time, it’s not selling beer—but rallying Canadians to embrace their national pride. Reimagined 25 years after its original release, the ad carries a renewed message of Canadian identity, resilience, and patriotism.
A Nostalgic Yet Powerful Message of Unity
The new version, created by an anonymous collective of Canadian creatives, sees Jeff Douglas returning to his role as the enthusiastic, everyman Joe Canadian. Full of humor and national pride, the video highlights Canada’s distinctive character—from its love for peanut butter and ketchup chips to its deep commitment to hockey and universal healthcare.
At the heart of the ad lies a message of unity, emphasizing Canada’s values of kindness, humility, and optimism. Douglas declares, “We are the first to unite in crisis, the first to build bridges—not walls—and the first to stand on guard for thee.” He goes on to make a sharp contrast, saying, “They mistake our modesty for meekness, our kindness for consent, our nation for another star on their flag, and our love of hot cheesy poutine with their love of hot cheesy Putin.”
Timely Release Amid Rising Tensions
The ad’s release could not have come at a more significant time. With former President Donald Trump’s recent suggestion that Canada could become the 51st U.S. state, many Canadians have responded with a surge of patriotism. The video has become a timely response to Trump’s remarks, serving as a reminder of Canada’s unique national identity and its ability to stand tall in the face of external pressure.
Trump’s comments were followed by his imposition of 25% taxes on Canadian goods, prompting retaliatory tariffs from Canada. Against this backdrop of heightened tension, the ad’s upbeat and spirited message has resonated deeply with Canadians, fostering a sense of pride and unity.
Reflections on Canada’s Complex History
While the ad celebrates the positive aspects of Canadian identity, Douglas also takes a moment to reflect on the complexity of Canada’s history. “Our history, as we were taught, was put together so we would feel good about ourselves and that we’re a force for good in the world,” Douglas shared in an interview with The Guardian. “I still think we are a force for good in this world. But certainly, the past 25 years have revealed how we haven’t always done good things. We’ve done some really bad things.”
A Rallying Cry for Canadians
Despite the political and economic tensions, the ad’s message remains hopeful and unifying. As Douglas aptly puts it, “We humbly hope it may be something that can help boost Canadian spirits.” The revamped “Joe Canadian” video, with its catchy slogan, memorable character, and heartfelt sentiment, is quickly gaining traction, poised to inspire a new generation of Canadians.
