OH CANADA: The embers of Canadian pride have been reignited

Given the current state of Canada-U.S. relations, we leveraged our flagship creative evaluation solution to understand Canadians’ response to a classic advertisement.

Just in time for the 2000 NHL playoffs, Molson dropped the famous “I Am Canadian (The Rant)” ad featuring everyman Joe. He challenged Canadian stereotypes in an engaging and humorous manner, helping to cement this ad’s place in Canadian culture.

Over the past few weeks, tensions between Canada and the U.S. have risen, and as the threats of US tariffs loomed, this ad started making the rounds again on social media, 25 years after it first aired. After all this time, does it still resonate with Canadians? The answer is a resounding yes. The guiding principle of Creative Excellence at Ipsos is that creativity matters, and it drives business. Adopting a Misfits Mindset can help your ad standout from others, and positively impact consumer perceptions of your brand.

We leveraged our flagship creative evaluation solution, Creative|Spark to understand Canadians’ response to this classic advertisement. Read our detailed analysis of why this ads wins.

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The author(s)

  • Ted Doering
    Canada Lead, Senior Vice President, Creative Excellence
  • Mike Colledge
    President, ESG Canada
  • Brad Griffin
    President, Public Affairs, Corporate Reputation and IUU, Canada

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