The Return of a Canadian Icon: Joe and the Resurgence of National Pride

In 2000, Canada fell in love with a humble, beer-loving everyman named Joe, the face of Molson’s iconic “I am Canadian” campaign. Played by Canadian actor Jeff Douglas, Joe became a symbol of Canadian identity, capturing the essence of modesty, humility, and quiet pride. Twenty-five years later, in 2025, Joe is back with a new video that revisits the nostalgia of the original ad while addressing the challenges of a new era. This time, Joe’s message is layered with a renewed sense of patriotism, witty humor, and a direct response to global politics, particularly the Trump administration. The video, independently produced and posted on YouTube, sees Joe revisiting his classic character but with a modern twist, proving that the spirit of Canadian pride is as alive as ever.

A Cheeky Jab at Trump and a Celebration of Canadian Kindness

The new video opens with Joe taking a lighthearted yet pointed jab at former U.S. President Donald Trump. In a playful tone, Joe suggests that Trump might benefit from a cup of Tim Hortons coffee, a quintessentially Canadian staple, to clear up any confusion about the nation’s strength. Referencing Trump’s tendency to underestimate Canada, Joe quips, “I know it’s in our nature to cut a guy some slack, give him the benefit of the doubt, like maybe he was confused or just joking or just maybe really needed a Double Double.” The video briefly flashes an image of a coffee cup with the word “POTUS” written on it, adding a dose of humor to the critique.

As the video progresses, Joe’s tone shifts from playful banter to a bold assertion of Canadian sovereignty. He criticizes the Trump administration’s treatment of Canada as if it were the “51st state,” a label that has rankled Canadians since Trump took office. With characteristic modesty, Joe acknowledges that Canada is not perfect but firmly declares, “We are not the 51st state.” The video is a clever blend of nostalgia, humor, and patriotism, resonating with Canadians who have been grappling with the challenges of the past few years.

Canadian Resilience and the Unity of a Nation

Joe’s message of resilience and unity is central to the video. He points out that while Canada may be known for its kindness and humility, these traits are often mistaken for weakness. “They mistake our modesty for meekness,” Joe says, addressing the misconception that Canada is passive or easily swayed. Instead, he highlights the country’s strength in diversity, its commitment to fairness, and its love for iconic Canadian treasures like poutine. In one memorable line, Joe contrasts Canada’s love for “a hot cheesy poutine” with what he suggests is the U.S. administration’s affinity for Russian leader Vladimir Putin.

The timing of the video couldn’t be more poignant. It comes on the heels of Canada’s victory over Team USA in the 4 Nations Face-Off, a moment that sparked widespread celebration and a renewed sense of national pride. Prime Minister Justin Trudeau added fuel to the fire, tweeting, “You can’t take our country and you can’t take our game,” a direct rebuke to Trump’s earlier remarks. The video also coincides with growing tensions over trade policies, including Trump’s tariffs, which Trudeau labeled as “dumb” in a recent speech.

A Nation United: Hockey, Politics, and Identity

The intersection of sports and politics has become a recurring theme in Canada’s response to Trump’s rhetoric. In recent months, the booing of the American national anthem during sporting events between Canadian and American teams has become a symbol of resistance. While some have criticized the act as disrespectful, others see it as a form of protest against U.S. policies that have strained relations with Canada. Joe’s video taps into this sentiment, using humor and humility to remind Americans that Canada is not to be underestimated.

The video also serves as a reminder of Canada’s unique identity on the world stage. From its love of hockey to its passion for Tim Hortons, Canada’s culture is a blend of the familiar and the distinct. Joe’s message is not just about standing up to external forces but also about celebrating what makes Canada different. As he says, “We may not be perfect, but we’re not defined by anyone else’s expectations.”

A Legacy of Patriotism and the Future of Canadian Identity

In many ways, Joe’s return feels like a passing of the torch. The original “I am Canadian” campaign was more than just an ad; it was a defining moment of Canadian identity. Twenty-five years later, the new video serves as a reminder that this identity is still relevant—and still worth fighting for. From the hockey rinks to the halls of Parliament, Canadians are uniting in a way that reflects their shared values of kindness, resilience, and independence.

Joe’s video is more than just a nostalgic nod to the past; it’s a call to action for the future. As Canada continues to navigate the complexities of global politics, the spirit of Joe reminds us that strength doesn’t have to come at the expense of humility. Canada’s identity is rooted in its ability to balance modesty with pride, kindness with resilience, and humor with boldness. As Joe so eloquently puts it, “We may not be perfect, but we’re not the 51st state.” And for that, Canada has every reason to be proud.