‘We are Canadian’: Beer ad guy returns amid patriotic wave

The Return of a Canadian Icon

In 2025, Canada welcomed back a beloved figure from its pop culture history, Joe, famously known as the "I am Canadian" guy from Molson’s iconic 2000 beer commercial. Played by actor Jeff Douglas, Joe’s return came in the form of a new YouTube video that skillfully blended nostalgia with contemporary commentary. This resurgence tapped into a wave of renewed patriotism sweeping the nation, evoking memories of the original ad that debuted just before the NHL playoffs in 2000. In the original commercial, Joe humorously introduced viewers to quintessential Canadian traits, and his return brought a familiar yet fresh perspective, resonating deeply with audiences.

A Blast from the Past: Nostalgia Revived

The new video, independently produced for YouTube, revisits Joe’s humble and proud persona, offering a modern take on Canadian identity. Its release coincided with heightened national pride, making it a timely and resonant piece. The video’s opening cleverly addresses U.S. President Donald Trump, with Joe suggesting that Trump might benefit from a cup of Tim Hortons coffee, humorously referencing Canadian kindness and strength. This lighthearted jab set the tone for a narrative that balanced humor with poignant commentary on Canadian values.

A Modern Twist: Addressing Current Politics

Joe’s 2025 video delves into current political dynamics, critiquing the Trump administration’s perception of Canada. Douglas delivers subtle yet sharp critiques, highlighting the administration’s misunderstanding of Canadian sovereignty. The video references Trump’s tendency to refer to Canada as the “51st state,” a label met with dissatisfaction by Canadians. Joe counters this with pride, asserting Canada’s independence and unique cultural identity, using humor to make pointed remarks about the differences between Canadian values and American politics.

Humor and Patriotism: The Perfect Blend

The video masterfully combines humor with patriotism, reflecting Joe’s character development from humble to confident. Douglas’s delivery transitions from subtle jabs to bold declarations of national pride, exemplified by the catchy line about poutine and Putin. This blend of wit and pride encapsulates the Canadian spirit, resonating with viewers and reinforcing a sense of unity and identity. The humor serves as a vehicle for deeper messages about Canadian resilience and the importance of maintaining national sovereignty.

Cultural Impact and National Pride

The release of the video coincided with significant events that amplified its impact. Following Canada’s victory over the U.S. in a hockey match, many Canadians celebrated, countering Trump’s remarks about the “51st state.” Prime Minister Justin Trudeau added to the momentum with a message of solidarity, emphasizing that Canada’s spirit and game are unbeatable. This cultural moment highlighted the video’s broader impact, as it became a symbol of national pride and a response to external perceptions of Canada.

The Legacy Continues: Joe’s Enduring Appeal

Joe’s return in 2025 not only revisited a cherished piece of Canadian pop culture but also reinvigorated national pride. The video’s independent production and grassroots appeal demonstrated the power of nostalgia and the enduring relevance of Canadian values. As Joe’s character continues to evolve, his legacy remains a testament to the strength and humor of the Canadian spirit, ensuring his place as an icon in Canadian culture for years to come.