After 25 years, the man behind one of Canada’s most iconic beer commercials is back—but this time, it’s not about selling beer.
Jeff Douglas, who became a national sensation as Joe Canada in Molson Canadian’s famous 2000 ad “The Rant,” has reappeared in a new video, but this time with a fresh, powerful message about Canadian pride.
In the original ad, Douglas’s impassioned speech made the slogan “I am Canadian!” a household phrase and earned him a place in Canadian pop culture. Now, 25 years later, Douglas is once again donning his flannel, but this time, he’s using his voice to defend Canada from attacks by U.S. President Donald Trump, while passionately asserting what makes Canada unique and proud.
The new video, titled “We Are Canadian,” appeared on YouTube Wednesday, with Douglas once again delivering a rallying cry about his beloved homeland. “They mistake our modesty for meekness, our kindness for consent, our nation for another star on their flag,” he declares, referencing Trump and his administration. “And our love of a hot, cheesy poutine with their love of a hot, cheesy Putin.”
Set against a backdrop of iconic Canadian imagery—ranging from ketchup chips to hockey players—Douglas’s fiery performance captures the same bold, unapologetic spirit that made the original ad so memorable. As he ramps up his patriotic boasts, the invisible crowd seems to cheer along, adding to the intensity of the moment.
By Wednesday evening, the video had already garnered over 43,000 views on Douglas’s YouTube channel, after being live for just seven hours.
In the years following “The Rant,” Douglas went on to establish a successful career as a broadcaster, most recently as the host of CBC Radio’s Mainstreet Nova Scotia. He revealed that the new video was produced by a collective of anonymous Canadian creatives and advertising professionals, who generously donated their time and resources to bring the project to life.
Released during a time of heightened patriotism, the video taps into the current mood of defiance against U.S. political and cultural influence. With a backdrop of tensions including trade wars and threats of Canadian annexation, the video’s release couldn’t be more timely. The clip also comes amid increasing instances of Canadians boycotting American goods and expressing their frustrations at sporting events, like booing the U.S. anthem.
Douglas spoke to CBC last month about the resurgence of the 2000 ad, which has made a comeback on platforms like TikTok. While he fondly recalls his role in the iconic commercial, he also expressed concerns about the more complicated aspects of Canadian history that he’s come to learn about in the years since. He’s cautious about falling into “blind patriotism” and hopes the new video reflects a more nuanced sense of national pride.
In one of the video’s more reflective moments, Douglas acknowledges that Canada is not perfect, referencing the 1990 Oka Crisis and the struggles of Indigenous communities. “Are we perfect? No,” he shouts, as an image of a Mohawk land defender confronting a Canadian soldier flashes on the screen. “But we are not the 51st anything.”
“We Are Canadian” may be just as fiery and passionate as “The Rant,” but it brings a more mature perspective on what it means to be proud of Canada—imperfections and all.
Inspiring