Guide Note

I Am Canadian was the slogan of the Molson brewing company from 2000-2005. The advertising campaign was launched with "The Rant," which featured "Joe Canadian" delivering a nationalistic speech that addressed common Canadian stereotypes while standing in front of a slide show of typical Canadian images.

The commercial became an instant cult classic, having effectively tapped into Canadian identity and national pride. "I am Canadian" clothing became popular and Jeff Douglas, the actor who played "Joe," performed "The Rant" live for enthusiastic fans in hockey rinks across the country. The ad spawned various imitations and parodies, including one from William Shatner.

The advertisement premiered on March 26, 2000, during The Academy Awards at which Robin Williams sang the song "Blame Canada" from the movie South Park: Bigger, Longer & Uncut.

Fast Facts

1. Molson Canada is North America’s oldest brewery
2. Campaign was retired shortly after Molson merged with Coors
3. Ad aired in both the U.S. and Canada
4. Directed by American Kevin Donovan
5. Launched Jeff Douglas’ acting career