For the second time in 25 years, a lone individual takes to the stage, accompanied by an oversized maple leaf flag rippling on a screen behind them as they approach the microphone. Their hair may be slightly greyer, but the message remains the same: Canada will not be intimidated by the United States.

“It’s a mistake to confuse our modesty with weakness, our kindness with consent, and our nation as just another star on their flag and our love for a hot, cheesy poutine as their love for a hot, cheesy Putin,” the person says.

“This is the birthplace of peanut butter and ketchup chips, as well as yoga pants. It is the land of Universal Health Care and the bench-clearing brawl, of innovation, optimism, and getting things done,” they continue.

“While we may not be perfect, we are not the 51st anything.”

The scene is reminiscent of the famous 2000 advert for Molson Canadian Beer, featuring an enthusiastic “Joe Canadian” working through national stereotypes before culminating in the passionate declaration, “Canada is the second-largest landmass, the first country of hockey, and the best part of North America! My name is Joe, and I am Canadian!”

When the original advert debuted, it struck a chord and became a part of Canadian popular culture. It has seen a resurgence since Donald Trump started threatening Canada’s sovereignty.

Trump’s suggestion that Canada might become the 51st US state has ignited waves of patriotic fervor in response. Recently, fans anticipating an update were not disappointed; on Wednesday, they were treated to a new version of the Molson Canadian Beer advert.

The star of the video, Jeff Douglas, shared that the new version was created by a group of anonymous Canadian creatives and ad professionals who came together for this common cause.

“We are the first to unite in a crisis, the first to build bridges instead of walls, and the first to stand on guard for our nation,” Douglas says in the clip, referencing Canada’s national anthem.

Douglas reflected on the past 25 years and the evolving nature of patriotism and noted Canada’s complicated history. Nevertheless, he believes that Canada is still a force for good in the world, even if there are blemishes on their record.

In light of recent tensions following Trump’s announcement of 25% taxes on Canadian goods, Canada has responded with disbelief, outrage, and defiance. Douglas expressed his hope that the new video can uplift Canadian spirits and serve as a reminder of their shared values and resilience.

Source: https://www.theguardian.com/world/2025/mar/06/we-are-canadian-ad-trump