Twenty-five years ago, Canada rallied behind a TV commercial character named Joe, or as many came to know and love him, Molson’s “I am Canadian” guy.
In 2025, he’s back with a new video that taps into the nostalgia of the original as a renewed sense of patriotism sweeps the nation.
Joe, played by Canadian actor Jeff Douglas, was the fictional star of Molson’s iconic beer ad back in 2000, which was released just ahead of the NHL playoffs that year. In it, Douglas plays a humble Canuck who introduces quintessential elements of Canadian sensibility to the viewer.
In a new, independently-made video posted on You Tube, Douglas reprises Joe’s patriotism, this time opening with a cheeky remark pointed at U.S. President Donald Trump, suggesting that he shouldn’t mistake Canadians’ kindness for weakness, and joking that the president could do with a cup of Tim Hortons coffee.
2000:
2025:
