25 years after the legendary” Joe Canadian” beverage commercial first captivated audiences, a bold new variant has emerged, this day, not to buy liquor but to enjoy French pleasure. As the speech steps up to the speaker, a large oak leaves flag ripples on the panel behind him, setting the tone for a strong homage to the nation’s spirit.
Created by an anonymous team of American creatives, the film sees professional Jeff Douglas reprise his iconic part as the enthusiastic everyman, delivering a strong tribute to Canada’s identity. Though his locks may be a little browner, his communication remains as resolute as ever: Canada will never bow to the United States.
” They error our decorum for humility, our compassion for consent, our country for another sun on their flag and our love of a popular cheesy poutine with their love of a popular cheesy Putin”, Douglas declared in the picture.
” This is the birthplace of peanut butter and ketchup chips and yoga pants. It is the land of universal healthcare and the bench-clearing brawl, of innovation and optimism and gettin’ ‘ er done”, he continued.
” Are we perfect? No. But we are not the 51st anything”, he added.
With soaring orchestral music and a surge of patriotic pride, the new version reimagines the iconic 2000 Molson Canadian ad. In it,” Joe Canadian” confronts national stereotypes, shifting from reserved to resolute before delivering the original’s powerful declaration:
” Canada is the second largest landmass! The first nation of hockey! And the best part of North America! My name is Joe! And I am Canadian”!
This release is particularly significant amidst growing Canada-US tensions. The video delivers a sharp rebuttal to President Donald Trump’s recent suggestion that Canada could become the 51st US state—a remark that sparked outrage among Canadians.
With unwavering defiance, the ad makes its stance clear that:” We are not 51st anything”.
The updated version showcases prominent Canadians, including Terry Fox and Gordon Lightfoot, alongside Canada’s response to adversity.
” We are the first to unite in the crisis, the first to build bridges – not walls – and the first to stand on guard for thee”, Douglas states in the footage, referencing the national anthem.
The production concludes as a unifying message for Canadians, with Douglas expressing,” We humbly hope it may be something that can help boost Canadian spirits”.
