A revamped version of the iconic “Joe Canadian” beer commercial has resurfaced 25 years later, but this time, it’s not about selling beer—it’s about celebrating Canadian pride. The video, produced by an anonymous group of Canadian creatives, features actor Jeff Douglas reprising his role as the passionate everyman, delivering a heartfelt tribute to Canada’s identity.
With humor and patriotism, the video highlights Canada’s unique culture—from its love for peanut butter and ketchup chips to its reputation for kindness and innovation.
This is awesome and the way to further invigorate Canadian pride!
Grab a great Canadian beer, raise the volume, watch, and enjoy!
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— Michael“Super Mario”?Woke! Say it to my face! (@MichaelSamario) March 6, 2025
A Response to US-Canada Tensions
The video’s release comes at a crucial time as tensions between Canada and the United States continue to rise. Trump recently suggested that Canada could become the 51st US state, sparking outrage among Canadians. The remake of the ad serves as a bold response to this idea, emphasizing that “We are not 51st anything.”
As Douglas declares in the video, “They mistake our modesty for meekness, our kindness for consent, our nation for another star on their flag.”
A Reflection on Canada’s Past and Future
While the video is a proud celebration of Canadian identity, Douglas also acknowledges the complexity of the nation’s history. Speaking to The Guardian, he admitted, “We’ve done some really bad things, but I still believe we are a force for good in the world.”
Canada’s Retaliation Against US Tariffs
Adding to the tensions, Trump recently imposed 25% tariffs on Canadian goods, prompting Canada to respond with retaliatory tariffs. The ad’s timing reinforces Canada’s resilience in the face of economic and political challenges.
A Message of Unity and Hope
Despite these difficulties, the video ultimately serves as a rallying cry for Canadians. Douglas concludes with a message of hope and unity, saying, “We humbly hope it may be something that can help boost Canadian spirits.”
With its witty script, patriotic sentiment, and nostalgic appeal, the revamped “Joe Canadian” ad is set to become a viral sensation, reminding Canadians of their strength and unwavering national pride.
