I am Canadian
Encyclopedia
I am Canadian was the slogan of Molson Canadian
Beer from 1994 until 1998 (via ad agency Maclaren Lintas and then MacLaren McCann), and between 2000 and 2005 (Bensimon Byrne). It was also the subject of an extremely popular ad campaign centered on Canadian nationalism, the most famous examples of which are "The Rant" and "The Anthem". The ads aired in both English Canada and the United States. In 2005, shortly after Molson's merger with American brewer Coors
, Molson announced that it was retiring the "I am Canadian" slogan.
as a platform, the ad starred a man named Joe: an "average Canadian", standing in a movie theatre, with a cinema screen behind him showing different images relating to Canadian culture
. Joe proceeds to give a speech about what is it to be a Canadian and what it is not to be a Canadian, making particular efforts to distinguish himself both from common Canadian stereotypes of Americans ("I believe in peacekeeping, not policing") and common American stereotypes of Canadians ("I don't live in an igloo," "I say 'about,' not 'aboot'").
It was performed by Canadian actor Jeff Douglas
and directed by an American, Kevin Donovan, but written by a Canadian, Glen Hunt. The commercial won an advertising industry Gold Quill award in 2001.
.
William Shatner
, who is Canadian, performed his own variation on the idea in a Just for Laughs
appearance. He announced to the world: "I am not a Starfleet
commander, ...or T.J. Hooker." The rant continues, making fun of Trekkie
s and his own typecasting
as James T. Kirk
.
Weasel, the lead character of I Am Weasel
, parodied the advertisement in a promotional ad for the series' home, Cartoon Network
. The ad proved itself to be popular enough to air on a similar Canadian outlet, Teletoon.
During the 2002 Swiss National Exposition
, the Swiss National Bank
pavilion featured an "Ich bin Schweizer" adaptation of the ad, using stereotypes held by Germans
about the Swiss
.
In December 2007, The Muslim American Society created a video called "I Am A Muslim" which takes many lines from the Molson advertisement and applies them to Muslim stereotypes.
, which, in that year, included Robin Williams
singing the song "Blame Canada
," a satirical song from the movie South Park: Bigger, Longer & Uncut
.
and the raising of the Maple Leaf flag
), as well as a variety of "average Canadians", singing a song extolling the virtues of Canada and its citizens.
Molson also released an mp3 version of the song, which is entirely in English and sings rather than speaks the line "the one we call Canadian".
Molson Canadian
Molson Canadian is a brand of 5% abv North American lager brewed by Molson, the Canadian division of Molson Coors Brewing Company. The beer was introduced in 1959.-Awards:Molson Canadian has won several beer industry awards, including:...
Beer from 1994 until 1998 (via ad agency Maclaren Lintas and then MacLaren McCann), and between 2000 and 2005 (Bensimon Byrne). It was also the subject of an extremely popular ad campaign centered on Canadian nationalism, the most famous examples of which are "The Rant" and "The Anthem". The ads aired in both English Canada and the United States. In 2005, shortly after Molson's merger with American brewer Coors
Coors Brewing Company
The Coors Brewing Company is a regional division of the world's fifth-largest brewing company, the Canadian Molson Coors Brewing Company and is the third-largest brewer in the United States...
, Molson announced that it was retiring the "I am Canadian" slogan.
"The Rant"
In March 2000, using nationalismNationalism
Nationalism is a political ideology that involves a strong identification of a group of individuals with a political entity defined in national terms, i.e. a nation. In the 'modernist' image of the nation, it is nationalism that creates national identity. There are various definitions for what...
as a platform, the ad starred a man named Joe: an "average Canadian", standing in a movie theatre, with a cinema screen behind him showing different images relating to Canadian culture
Culture of Canada
Canadian culture is a term that explains the artistic, musical, literary, culinary, political and social elements that are representative of Canada and Canadians, not only to its own population, but people all over the world. Canada's culture has historically been influenced by European culture and...
. Joe proceeds to give a speech about what is it to be a Canadian and what it is not to be a Canadian, making particular efforts to distinguish himself both from common Canadian stereotypes of Americans ("I believe in peacekeeping, not policing") and common American stereotypes of Canadians ("I don't live in an igloo," "I say 'about,' not 'aboot'").
It was performed by Canadian actor Jeff Douglas
Jeff Douglas
Jeffrey Lloyd "Jeff" Douglas is a Canadian actor and broadcaster. He rose to prominence for his role as Joe Canada in Molson's ad The Rant....
and directed by an American, Kevin Donovan, but written by a Canadian, Glen Hunt. The commercial won an advertising industry Gold Quill award in 2001.
Parodies
The success of I am Canadian in Canada led to many parodies of the advertisement. Several radio stations have produced provincial variations on the theme. These include I am an Albertan, I am a British Columbian, I am a Newfoundlander, and I Am Not Canadian, the last of which focused on a Quebec sovereignistQuebec sovereignty movement
The Quebec sovereignty movement refers to both the political movement and the ideology of values, concepts and ideas that promote the secession of the province of Quebec from the rest of Canada...
.
William Shatner
William Shatner
William Alan Shatner is a Canadian actor, musician, recording artist, and author. He gained worldwide fame and became a cultural icon for his portrayal of James T...
, who is Canadian, performed his own variation on the idea in a Just for Laughs
Just for Laughs
Just for Laughs is a comedy festival held each July in Montreal, Quebec, founded in 1983. It is the largest international comedy festival in the world.- Information :...
appearance. He announced to the world: "I am not a Starfleet
Starfleet
In the fictional universe of Star Trek, Starfleet or the Federation Starfleet is the deep-space exploratory, peacekeeping and military service maintained by the United Federation of Planets . It is the principal means by which the Federation conducts its exploration, defense, diplomacy and research...
commander, ...or T.J. Hooker." The rant continues, making fun of Trekkie
Trekkie
A Trekkie or Trekker is a fan of the Star Trek franchise, or of specific television series or films within that franchise.-History:In 1967, science fiction editor Arthur W...
s and his own typecasting
Typecasting (acting)
In TV, film, and theatre, typecasting is the process by which a particular actor becomes strongly identified with a specific character; one or more particular roles; or, characters having the same traits or coming from the same social or ethnic groups...
as James T. Kirk
James T. Kirk
James Tiberius "Jim" Kirk is a character in the Star Trek media franchise. Kirk was first played by William Shatner as the principal lead character in the original Star Trek series. Shatner voiced Kirk in the animated Star Trek series and appeared in the first seven Star Trek movies...
.
Weasel, the lead character of I Am Weasel
I Am Weasel
I Am Weasel is an American animated television series produced by Cartoon Network Studios in co-production with Hanna-Barbera, created by David Feiss, and broadcast on Cartoon Network....
, parodied the advertisement in a promotional ad for the series' home, Cartoon Network
Cartoon Network
Cartoon Network is a name of television channels worldwide created by Turner Broadcasting which used to primarily show animated programming. The channel began broadcasting on October 1, 1992 in the United States....
. The ad proved itself to be popular enough to air on a similar Canadian outlet, Teletoon.
During the 2002 Swiss National Exposition
Expo.02
Expo.02 was the 6th Swiss national exposition, which was held from 15 May to 20 October 2002. The exposition took place around the lakes of Neuchâtel, Bienne/Biel and Morat/Murten. It was divided into five sites, which were called Arteplages, due to the proximity of the water...
, the Swiss National Bank
Swiss National Bank
The Swiss National Bank is the central bank of Switzerland. It is responsible for Swiss monetary policy and for issuing Swiss franc banknotes.The names of the institution in the four official languages of the country are: ; ; ; ....
pavilion featured an "Ich bin Schweizer" adaptation of the ad, using stereotypes held by Germans
Germany
Germany , officially the Federal Republic of Germany , is a federal parliamentary republic in Europe. The country consists of 16 states while the capital and largest city is Berlin. Germany covers an area of 357,021 km2 and has a largely temperate seasonal climate...
about the Swiss
Switzerland
Switzerland name of one of the Swiss cantons. ; ; ; or ), in its full name the Swiss Confederation , is a federal republic consisting of 26 cantons, with Bern as the seat of the federal authorities. The country is situated in Western Europe,Or Central Europe depending on the definition....
.
In December 2007, The Muslim American Society created a video called "I Am A Muslim" which takes many lines from the Molson advertisement and applies them to Muslim stereotypes.
Trivia
This commercial premiered during the Academy AwardsAcademy Awards
An Academy Award, also known as an Oscar, is an accolade bestowed by the American Academy of Motion Picture Arts and Sciences to recognize excellence of professionals in the film industry, including directors, actors, and writers...
, which, in that year, included Robin Williams
Robin Williams
Robin McLaurin Williams is an American actor and comedian. Rising to fame with his role as the alien Mork in the TV series Mork and Mindy, and later stand-up comedy work, Williams has performed in many feature films since 1980. He won the Academy Award for Best Supporting Actor for his performance...
singing the song "Blame Canada
Blame Canada
"Blame Canada" is a song from the film South Park: Bigger, Longer & Uncut . In the song, the fictional parents of South Park, led by Sheila Broflovski, decided to blame Canada for the trouble their children have been getting into since watching the Canadian-made fictional movie Terrance and...
," a satirical song from the movie South Park: Bigger, Longer & Uncut
South Park: Bigger, Longer & Uncut
South Park: Bigger, Longer & Uncut is a 1999 animated musical comedy film based on the animated television series South Park, created by Matt Stone and Trey Parker. The film was directed by Parker, who also stars along with the rest of the regular voice cast from the series, including Stone, Mary...
.
"The Anthem"
This ad features famous moments from Canadian history (including the pounding of the Last SpikeLast Spike (Canadian Pacific Railway)
The Last Spike of the Canadian Pacific Railway was the final spike driven into the Canadian Pacific Railway at Craigellachie, British Columbia at 9:22 am on November 7, 1885...
and the raising of the Maple Leaf flag
Flag of Canada
The national flag of Canada, also known as the Maple Leaf, and , is a red flag with a white square in its centre, featuring a stylized 11-pointed red maple leaf. Its adoption in 1965 marked the first time a national flag had been officially adopted in Canada to replace the Union Flag...
), as well as a variety of "average Canadians", singing a song extolling the virtues of Canada and its citizens.
Molson also released an mp3 version of the song, which is entirely in English and sings rather than speaks the line "the one we call Canadian".
See also
- Canadian beerCanadian beerBeer in Canada was introduced by European settlers in the seventeenth century, and a number of commercial brewers thrived until Prohibition in Canada. Though short-lived, very few brewers survived, and it was only in the late twentieth century that new breweries opened up...
- List of Canadian companies
- Anti-AmericanismAnti-AmericanismThe term Anti-Americanism, or Anti-American Sentiment, refers to broad opposition or hostility to the people, policies, culture or government of the United States...