Twenty-five years ago, Canada rallied behind an emblematic figure named Joe, fondly remembered as Molson’s “I am Canadian” guy. Fast forward to 2025, and the character is back! Actor Jeff Douglas reprises his role, bringing with him not just nostalgia but also a renewed sense of patriotism coursing through the nation.
Douglas first captured hearts back in 2000 when he portrayed the humble Canuck who showcased quintessential elements of Canadian sensibility. His newest venture is an independently-made video titled "We Are Canadian," which dropped on March 4, 2025, on YouTube. The video began with Douglas cheekily addressing U.S. President Donald Trump, humorously hinting the president might need some Canadian warmth courtesy of Tim Hortons. “Hey, I know it’s in our nature to cut a guy some slack, give him the benefit of the doubt,” he said, adding with wit, “maybe he was confused or just really needed a ‘Double Double.’”
Running just over one minute long, the video quickly escalates from humor to heartfelt criticism directed at the Trump administration and its perceived disregard for Canadian sovereignty. Douglas argued, “They mistake our modesty for meekness, our kindness for consent, our nation for another star on their flag.” He follows this with even bolder statements, including jesting, “They mistake our love of hot cheesy poutine with their love of hot cheesy Putin.”
The release of Douglas’s video arrives on the heels of heated sentiments among Canadians, especially following Canada’s triumph over team USA on February 15, 2025, during the 4 Nations Face-Off. After Canada clinched the 3-2 overtime victory, Prime Minister Justin Trudeau took to social media, firmly stating, “You can’t take our country and you can’t take our game.” Trudeau's declarations serve as strong reminders of the mounting indignation sourced from perceived threats to Canadian identity under Trump’s repeated references to Canada as the “51st state.”
On March 4, just before the video might have caught fire across social media, Trudeau labeled Trump’s tariffs “dumb,” delivering stern remarks about America’s recent economic policies directed toward Canada. These tariffs have fueled Canadian resentment and led fans to boo the American national anthem during matches between U.S. and Canadian teams.
Douglas, who also hosts CBC Halifax’s afternoon radio show, expressed the resounding warm reception to the video, marking over 8,500 views shortly after its launch. “Canada needed a rallying cry. So, we made one,” the video’s page states, clearly tapping the pulse of patriotic fervor felt throughout the nation.
The character of Joe Canada mirrored the differences between Canada and its southern counterpart two decades prior, highlighting distinct Canadian pride with memorable lines. Douglas’s iconic delivery included, “I have a prime minister, not a president,” and “I speak English and French, not American.” This time around, Douglas introduces himself simply as “Jeff,” putting aside his previous alter ego, yet seamlessly embracing the core spirit of Canadian identity.
Academically, Douglas has noted how the contemporary political atmosphere gives his new video vastly different contextual weight compared to 2000. “What we’re finding right now is when someone outside the country starts to take aim at us, we can close ranks very quickly,” he remarked, speaking to the renewed pride Canadians feel when the country is threatened.
Not all the video is raucous banter. Douglas poignantly calls to mind darker moments from Canadian history, reflecting on events such as the Oka Crisis of 1990. “Are we perfect? No,” he acknowledges solemnly, before reinforcing, “but we are not the 51st anything!”
The rousing clip culminates with Douglas echoing sentiments felt by many Canadians, declaring “We are Canadian,” and cementing his appeal for unity through both humor and earnestness — qualities at the heart of Canadian pride.
With Douglas’s reignition of patriotic sentiment, it’s evident Canada is experiencing heightened national pride, closely tied to its cultural identity amid the backdrop of international political contention. Reinvigorated and united, Canadians today can resonate deeply with the familiar sentiments expressed by their beloved Joe, rallying together to assert their place on the world stage.