The ‘I am Canadian’ ad is back in a big way. Its star has mixed feelings 

The iconic “I am Canadian” ad featuring Jeff Douglas as Joe Canada is making a comeback in a big way, 25 years after its original release. In the midst of a trade war with the U.S. and threats to Canada’s national sovereignty, the ad has resurfaced as a social media sensation, particularly on platforms like TikTok.

Jeff Douglas, now a CBC Radio host, has seen the ad gain popularity once again, with many Canadians sharing clips or performing their own versions of the patriotic script. Despite the ad’s success, Douglas admits to having mixed feelings about it. While he has fond memories of the commercial, he has also learned more about Canada’s darker history and hopes that people don’t overlook the work that still needs to be done.

The ad, known as The Rant and written by Glen Hunt, was a massive success when it first aired in 2000. Antonia Mantonakis, a professor of marketing, notes that the resurgence of Canadian patriotism in the face of recent events could lead to a consumer shift towards Canadian products. This shift, she believes, could have long-lasting impacts even after the current wave of patriotism fades.

Douglas reflects on the ad’s impact, noting that it resonated with young people in 2000 and continues to do so now. However, he acknowledges that the blind patriotism of the past is harder to come by for young people facing challenges like the pandemic, rising costs of living, and a lack of affordable housing. Despite these challenges, Douglas remains hopeful that Canadians will come together to embrace a more inclusive and understanding version of patriotism.

As the “I am Canadian” ad enjoys a resurgence in popularity, it serves as a reminder of Canada’s complex history and the ongoing work needed to build a more inclusive and equitable society.