‘We are Canadian’: 25 years later, Joe Canadian is back with a new patriotic video
After 25 years, Jeff Douglas, the man behind the iconic Canadian beer ad “The Rant,” is back with a new patriotic rallying cry that is not about selling drinks. Hailing from Truro, N.S., Douglas became a national sensation for his portrayal of flannel-wearing Joe Canadian in Molson Canadian’s 2000 ad, which popularized the slogan, “I am Canadian!”
In a new video that appeared on YouTube, Douglas is back on stage in flannel, defending Canada from attacks by U.S. President Donald Trump. He passionately boasts about his home country, proclaiming, “They mistake our modesty for meekness, our kindness for consent, our nation for another star on their flag. And our love of a hot cheesy poutine with their love of a hot, cheesy Putin.”
Titled “We are Canadian,” the video showcases Douglas chest-thumping about Canada with increasing intensity, to applause from an invisible crowd. The screen behind him beams bits of Canadiana, from ketchup chips to beavers to hockey players.
The video quickly gained traction, with over 43,000 views on Douglas’s YouTube page within hours of its release. Produced by an anonymous collective of Canadian creatives and advertising professionals who donated their time and resources, the video reflects a surge in patriotism amid a heated trade war with the U.S. and Trump’s threats of annexing Canada as the “51st state.”
Reflecting on the resurgence of the 2000 ad, Douglas expressed fond memories of its impact but also acknowledged darker aspects of Canadian history. Concerned about blind patriotism, he emphasized the imperfection of Canada while adamantly asserting, “But we are not the 51st anything.”
While “We are Canadian” mirrors the fiery and unapologetic tone of the original ad, it also hints at a more mature outlook on national pride. As Canadians navigate a complex political landscape, Douglas’s new rallying cry serves as a reminder of the country’s unique identity and values.
