Twenty-five years ago, Canada joined a television commercial character named Joe, or as many learned and love him, the guy from Molson “I am Canadian”.
In 2025, he was back with a new video that draws from the nostalgia for the original as a sense of renewed patriotism sweeping the nation.
Joe, played by Canadian actor Jeff Douglas, was the fictitious star of the emblematic announcement of Molson beer in 2000, which was published just before the NHL qualifiers that year. In this document, Douglas plays a humble cannuck which introduces elements par excellence of Canadian sensitivity to the spectator.
In a new video made independently published on YouTube, Douglas takes over Joe’s patriotism, this time by opening with a cheeky remark pointed to the American president Donald Trump, suggesting that he should not confuse the kindness of the Canadians and joking that the president could do with a cup of Tim Hortons coffee.
“Hey, I know that it is in our nature to cut a guy a little soft, to give him the benefit of doubt, as maybe he was confused or pleasant or perhaps really need a double double,” he says (Douglas), as an image of a coffee cup with the abbreviation “potus” (President of the United States) written briefly on the screen.
In the remaining minutes, he continues to criticize the prosecution by the Trump administration of Canadian sovereignty, in turn instill an emerging feeling of national pride with comments like: “They confuse our modesty with sweetness” and “Our nation for another star on their flag”.
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Typical of Joe’s fashionable, Douglas’ confidence is strengthened as he speaks, and subtle blows make room for a pure and simple mockery followed by daring statements of Canadian pride.
“They are wrong … Our love from a hot cheese with their love from a hot cheese poutine,” explains Douglas.
“Are we perfect? No, but we are not the 51st state, “he continues, referring to Trump’s habit to call Canada”51st stateSince the assumes of his duties, which has not been kind by Canadians.
When Canada beat Team USA on February 15 in the 4 nations confrontedMany took the opportunity to answer Trump’s comments.
Prime Minister Justin Trudeau shared a faithful message of solidarity shortly after Canada won the 3-2 prolongation victory.
“You can’t take our country and you can’t take our game,” he wrote.
Tuesday, in a speech following the implementation of Trump’s prices, Trudeau addressed the president directly, qualifying the policy of “silent”.
He has also recognized the hoots of the American national anthem during sporting events between American and Canadian teams in recent months.
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