A solitary individual steps into the spotlight, with a massive maple leaf flag fluttering on a display behind him as he carefully approaches the microphone.
“I’m not a lumberjack, nor a fur trader,” he informs the audience. “I have a prime minister, not a president. I communicate in English and French, not American. And I say ‘about’ – never ‘a boot’.”
Initially indifferent, the crowd becomes progressively more spirited as the man navigates through a list of Canadian clichés, evolving from timidity to boldness before delivering the emphatic statement: “Canada is the second largest landmass! The original nation of hockey! And the finest part of North America! I’m Joe! And I proudly identify as Canadian!”
This advertisement for Molson Canadian beer gained immense popularity upon its release in 2000. Now, as Canada’s identity and sovereignty face challenges, it has resurfaced powerfully in the public’s mind.
In the past weeks, Canadian nationalism has surged in reaction to Donald Trump’s proposal that the US could annex its northern neighbor. His assertions have stirred disbelief and resistance; however, in true Canadian fashion, they have also reignited discussions regarding the complexities of national identity.
Bhangra dancer Gurdeep Pandher performs on Canada Day in Ottawa, Ontario in 2022. Photograph: Bloomberg/Getty Images
Trump’s campaign of diplomatic provocation began even before he took office, questioning Canada’s status as a nation, suggesting it could become the 51st state of the US, and mocking Prime Minister Justin Trudeau as merely a “governor.”
In retaliation, Canadians have engaged in acts of patriotism, both large and small: one pilot flew a small aircraft in the shape of a maple leaf; sports fans have booed American teams; caps proclaiming “Canada is not for sale” have gone viral; and consumers have pledged to exclusively purchase Canadian-made goods – a commitment humorously critiqued in a viral sketch featuring one shopper scolding another for buying American ketchup.
“What the hell are you doing?” he confronted. “We’re in a trade war, you traitor!”
“It’s been absolutely wild and overwhelming,” remarked Dylan Lobo, who manages MadeInCa, a site cataloging products manufactured in Canada. “We’re struggling to manage all the new listings. People are genuinely frustrated and eager to find ways to support and buy Canadian.”
Politicians, mindful of an approaching election, have draped themselves in the national flag. In a display of cross-party solidarity, five former prime ministers have called for Canadian unity.
“We all share a common belief: Canada, the true north, strong and free, the greatest country in the world, is worth celebrating and defending,” the leaders stated in a joint declaration.
A recent survey revealed a significant increase in pro-Canadian sentiment over the past weeks, with the most notable rise towards patriotism occurring in francophone Quebec, a region that has historically had mixed feelings about federal patriotism.
Canada supporters dressed as Royal Canadian Mounted Police at the FIFA World Cup on November 27, 2022, in Doha, Qatar. Photograph: Fantasista/Getty Images
This shift marks a notable revival from 2020, when the divisive policies surrounding the coronavirus pandemic shifted how many Canadians perceived the flag – particularly following the appropriation of the maple leaf by far-right Freedom Convoy protests in Ottawa.
Simultaneously, the pressures on Canadian national identity have increased due to a growing acknowledgment of the historical wrongs inflicted upon Indigenous peoples. Statues of monarchs and founding political figures have been toppled, and buildings renamed amid a heated national conversation on the legacy of colonial rule.
“Trump’s remarks regarding annexation have undoubtedly stirred something within the populace,” noted Wilfred King, chief of Gull Bay First Nation. “However, it’s essential to remember that on both sides of the border, Indigenous individuals in Canada possess the true voice of sovereignty in this country.”
Unlike other colonial conquests, King explains, the Crown formed alliances with Indigenous populations in what is now Canada. “There was never a surrender to any foreign powers.”
“When conflict arose, we responded with valor. Indigenous peoples volunteered in larger numbers than any other group to fight alongside their allies in both World Wars,” said King, whose father fought in the Second World War. “Upon returning home, they faced marginalization. They experienced what it felt like to be let down by a friend.”
Thus, the complicated nature of Canada’s relationship with the US resonates eerily with the experiences of the country’s first peoples. “They are currently grappling with feelings we’ve endured for the past 175 years. It reflects how the government has interacted with First Nations in Canada.”
Photograph: HelloWorld Images/Alamy
For Jeff Douglas, the actor who portrayed Joe Canada in the iconic 2000 advertisement campaign, the recent rise in nationalism elicits mixed emotions.
“Patriotism was never something that resonated with me, and I was quite oblivious to the entirety of Canadian history at the time of the ad’s creation,” he shared.
Douglas, who later became a renowned radio host for the CBC, states that years spent engaging with various communities nationwide have enhanced his appreciation of Canada’s intricate and troubling history.
“I believe we can still take pride in our nation while remaining conscious of the past injustices and ongoing issues. Being aware of wrongs does not preclude us from feeling proud to be Canadian. However, pride must not come at the expense of that awareness,” he explained.
He also mentions that a “blind” surge toward patriotism does not align with the broader objectives of addressing injustices, yet it illustrates the “dynamic” nature of individuals’ relationships with their homeland.
“There will be moments when we need to assert, ‘We must be resilient and look ahead if that’s what our country requires to confront the existential challenges we currently face,’” he stated.
Douglas is hopeful that the current emphasis on strengthening Canadian identity in light of external threats will have a more significant, overarching purpose.
“My affection for the country, or more accurately its people, is rooted in what we have the potential to achieve. This love is enriched through my understanding of our complex past and present. We can evolve. But it’s vital to acknowledge that one can cherish something that isn’t perfect.”
