I Am Canadian
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I am Canadian was the slogan of the Molson Breweries from 2000 until 2005. It was also the subject of an extremely popular ad campaign centred around Canadian nationalism, the most famous examples of which are "The Rant" and "The Anthem". The ads aired in both 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.
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[edit] "The Rant"
![A screen capture of Joe Canadian from an I am Canadian commercial, with the maple leaf of the Canadian flag projected on the background](../../../../images/local/1/1b/I_am_plus_flag.jpg)
The first, and most famous, ad in the campaign aired for the first time in April 2000. Using nationalism as a platform (or perhaps even jingoism depending on varying opinions [1]), 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").
It was performed by actor Jeff Douglas and directed by an American, Kevin Donovan. The commercial won an advertising industry Gold Quill award in 2001. Ironically, Douglas moved to Los Angeles after his career took off in the wake of the commercial's success.
During the 2000 Summer Olympics in Sydney, New South Wales, Australia, a copycat ad was produced by Australian beer company Foster's Group to advertise Foster's Lager. It featured a similar speech playing upon various stereotypes about Australians. [2] Despite this common misconception it was a 'copycat', the Fosters advertisement was in fact based on the song I Am Australian, which came out long before this advertisement and is considered an unofficial Australian national anthem.
[edit] Criticism
Although the ad was a remarkable success, spawning a number of parodies and copycats, it was criticized by some as being too much about what a Canadian is not, rather than what a Canadian is. Rather than further pinning Canadian identity on comparisons to the United States, critics contended, Joe should have made an effort to establish his identity independently.
[edit] 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 sovereignist.
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 Trekkies 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. http://www.youtube.com/watch?v=JQXh20OuhIc
[edit] Trivia
This commercial premiered during the Academy Awards, which, in that year, included Robin Williams singing the song "Blame Canada," a satirical song from the movie South Park: Bigger, Longer & Uncut.
[edit] "The Anthem"
This ad features famous moments from Canadian history (including the pounding of the Last Spike 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 one we call Canadian".
[edit] Lyrics
I know this place is where I am
No other place is better than
No matter where I go I am
Proud to be Canadian
I am. You know I am.
I am Canadian.
I am. You know I am.
I am Canadian.
I love this country where I am
This land is where I make my stand
Y’a Pas un Coeur Qui est (No other heart is)
Truer than
The one we call Canadian.
I am. You know I am.
I am Canadian.
I am. You know I am.
I am Canadian.
I am Canadian!!!
[edit] Later Ads
Further ads in the series continued upon the theme of Canadian patriotism by responding to typical stereotypes about Canadians. In one example, a Canadian is accosted by a (presumably) American man at a bar, finally asking him "where's your pet beaver?" The Canadian produces his beaver, which proceeds to attack the other man. In another, a Canadian is approached in an office by an American, who begins making stereotypical jokes. The Canadian responds by jerseying the American (pulling the man's coat over his head, in a move reminiscent of a hockey fight).
Other commercials that use the "I Am Canadian" slogan but are not based on Canadian patriotism include an example set to The Proclaimers song 500 Miles, which shows a man climb a mountain, cross a river, etc., in order to get his Molson Canadian. These ads, while retaining the "I am Canadian" slogan, do not feature Joe.