The man behind one of the most iconic Canadian beer advertisements is back, 25 years later, with a new take on patriotism. Jeff Douglas, who achieved national fame as "Joe Canadian" after starring in Molson Canadian's 2000 ad "The Rant," has released a new video titled "We are Canadian," aiming to rekindle pride amid political tensions with the United States.
This updated video was shared on YouTube on March 5, 2025, featuring Douglas once again donning his trademark flannel shirt. He passionately defends Canada against U.S. President Donald Trump's recent remarks, asserting, "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."
The video showcases Douglas delivering a rallying cry to his fellow Canadians, addressing themes of national pride interspersed with shots of classic Canadian symbols—ketchup chips, beavers, and hockey players. After just seven hours online, it had garnered over 43,000 views on Douglas's YouTube channel.
Produced by what Douglas describes as "an anonymous collective of Canadian creatives and advertising professionals," the video was created entirely without logos or brands. He likened the collaboration to professionals usually seen as competitors coming together for the greater good, stating, "The client for this one is Canada." The collective dedicated their time and resources to create this impromptu rebuttal against Trump’s rhetoric, which included overt threats to Canada’s sovereignty, such as the possibility of the country becoming the "51st state."
The renewed surge of patriotism can be attributed to Trump's provocative policies, including his recent announcement of tariffs on Canadian goods—25% taxes meant to target the North American neighbor. With reactions of disbelief and defiance bubbling up across Canada, Douglas's video resonates even more deeply with its audience.
Mirroring the original ad's tone, Douglas knows all too well how fraught discussions around Canadian identity can be. He commented on his initial experiences with the "Rant," noting its importance at the time and the atmosphere witnessing such blatant national pride. "Are we perfect? No," he adds later on, as the video references moments from Canadian history like the Oka Crisis, encapsulating flawed narratives often glossed over. "But we are not the 51st anything."
The original ad has seen renewed interest prolifically on social media platforms, particularly TikTok, where snippets have reinstated its presence in popular culture. Douglas shared these sentiments with CBC, stating he felt nostalgic and happy to see the ad resonate with many people today.
While the new video maintains the same fervor and defiance found two decades ago, Douglas's reflections on Canada suggest he has become more introspective over the years. He mentioned the need to recognize the darker aspects of Canadian history, indicating how his perspective has matured over time. An interesting juxtaposition emerges as Douglas declares pride for Canada, yet acknowledges the less desirable moments, showing growth as he pursues national pride.
With the Canadian identity challenged, especially with Trump's aggressive stance on trade, the rekindling of Douglas's sentiments resonates strongly. The clip cycles through images of celebrated Canadian heroes and cultural moments, all contributing to this narrative of defiance against external pressures.
Douglas expressed hopes for the video, stating, "We humbly hope it may be something to help boost Canadian spirits." The sentiments encapsulated echo throughout the video, returning to those deeply felt threads of unity and identity foundational to the very essence of Canada.
Now, as Canadians grapple with both external pressures from their southern neighbor and internal reflections on their shared history, "We are Canadian" stands as both nostalgic and forward-looking, attempting to stitch together the various dimensions of national identity.
Douglas's loving yet stern portrayal serves as both a celebration and challenge, aiming to galvanize Canadians amid uncertainty. The unifying refrain of national pride resonates even louder as the video concludes, revitalizing the call to action stated years ago: “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!”