"We Are Canadian": The Speech, The Pride, The References
- Ginger North
- Mar 18
- 8 min read
Updated: Jul 2
Not the 51st Anything: Decoding every reference, cultural moment, and inside joke in the viral video.
Dressed in flannel and jeans, actor Jeff Douglas steps up to the mic and, in just one minute and 42 seconds, delivers a passionate declaration of Canadian identity. His words sum up the collective frustration of being threatened as America’s 51st state and the fierce national pride that’s been building among Canadians.
Many Canadians have seen the rousing “We Are Canadian” video, widely shared on social media and garnering over 1.17 million views on YouTube in its first few weeks. It echoes the famous 2000 Molson commercial that first introduced “Joe Canadian” (also played by Jeff). But this time, he’s not selling beer.
Instead, Jeff and a team of creatives launched this volunteer project to remind the world—and perhaps Canadians themselves—who we are. It’s an unapologetic, passionate, and unifying speech (or maybe even a love letter), free of blind patriotism but brimming with a distinctly Canadian kind of pride.
If you’re not Canadian (or a new one—welcome!), you might not catch all the references. No worries, I’ve got you covered. Let’s break it down, with some extra Canadian trivia along the way.
Contents
7: Not the 51st Anything 8: The Original “I Am Canadian” Ad; From I to We 9: The Entire We Are Canadian Speech
#1: Double-Double & Other Delicious Mysteries 🍁☕
“Maybe he really needed a double-double.”
A double-double is a Tim Hortons coffee with two creams and two sugars—fuel for countless Canadians.
For decades, Tim Hortons—lovingly called Tim’s, Timmies, or Timmy’s—was a proudly Canadian coffee chain. Named after co-founder and Toronto Maple Leafs defenceman Miles Gilbert "Tim" Horton, it was our coffee spot until it merged with Wendy’s in 1992, then went solo again in 2009. In 2014, it became part of Restaurant Brands International (a Burger King merger), and despite expansion into the U.S. and other business mergers and transfers, due to its history, some Canadians still claim it as a national treasure. [This Canadian has disavowed Timmies and sticks with buying Candian or supporting free trade/ally brands.]
BONUS FACT: The first-ever Tim Hortons, which opened in Hamilton, Ontario in 1964, originally sold hamburgers before switching to coffee and donuts.
#2: Poutine, Putin & Pronunciation Problems 🍟🧀
“Our love of a hot cheesy poutine with their love of a hot cheesy Putin.”
Some Americans still don’t know what poutine is (a tragedy), and even worse—some confuse it with Putin.
Poutine is a legendary Quebec dish: crispy fries, fresh and squeaky cheese curds, topped with a hot and rich, savoury gravy. It’s delicious. It’s practically a food group. And no, it has nothing to do with a certain Russian leader. Yet, some Americans continue to mispronounce it as Putin, which raises eyebrows. In English, it sounds like it looks: Poo-teen with a stress on the second syllable. In Quebec, it sounds more like p’tin.
#3: Terry & Gord: The Heart & Soul of Canada 🏃♂️🎸
“This is the land that Terry ran. The land that Gord sang about.”
This part of the speech hits Canadians deep in the feels.
Terry Fox: The Spirit of Resilience
At 18, Terry Fox lost his leg to cancer. Instead of letting it define him, he set out to run across Canada to raise money for cancer research in what he called the Marathon of Hope.
He started in Newfoundland and Labrador, running an astonishing 42 kilometres a day through all kinds of weather. Crowds grew. Donations poured in.
On September 1st, after 143 days and 5,373 kilometres, Terry was forced to stop near Thunder Bay, Ontario. Cancer had spread to his lungs. He had raised over $24.17 million. Terry passed away at just 22 years old, but his legacy lives on—The Terry Fox Foundation continues his work today including organizing his Marathon and over $900 million has been raised in his name.
Gord Downie: A Poetic Voice of Canada
Gord Downie, frontman of The Tragically Hip, was more than just a musician—he was Canada’s soundtrack.
Known for poetic lyrics about Canada, The Hip is the Canadian band that Americans never quite understood (their loss!). In his final years, Gord became a fierce advocate for Indigenous rights, co-founding the Gord Downie & Chanie Wenjack Fund for reconciliation. Chanie Wenjack was a young Indigenous boy who died trying to escape a residential school, who became the central character of Downie's Secret Path project.
When Gord was diagnosed with terminal brain cancer, The Hip embarked on an emotional farewell tour (although the band refrained from calling it their farewell tour, instead expressing the hope they’d tour again), culminating with a final concert in Kingston, Ontario. The show sold out fast, so the city set up a live feed in Market Square behind Kingston City Hall. The three-hour set with three rounds of encores was also broadcast commercial-free and watched by 11.7 million Canadians from their homes, pubs, and drive-in theatres. Gord passed away on October 17, 2017, but his music and activism endure.
#4: The Shawinigan Handshake: Canada’s Knockout Move 🥊🇨🇦
“The land of the Peacekeeper and the Shawinigan handshake.”
The irony is palpable: Canada is renowned for its peacekeeping and friendly demeanour, yet we can deliver a serious punch when necessary.
In a wild 1996 moment, then-Prime Minister Jean Chrétien literally grabbed and choked a protester—coining the “Shawinigan Handshake.” This occurred in Hull, Quebec, during Flag Day celebrations and was caught on video. The Shawinigan part is a nod to Chrétien's birthplace Shawinigan Falls, Quebec.
Canadians may be peaceful, but if you get in our way, we’re not afraid to defend ourselves.
#5: Ketchup Chips, Yoga Pants & Other Canadian Inventions 🍅👖
“The birthplace of peanut butter, and ketchup chips, and yoga pants.”
Canada has gifted the world not only incredible talent but also ingenious inventions. Besides celebrated actors like Keanu Reeves, Eugene and Dan Levy, Nathan Fillion, Michael J. Fox, Catherine O’Hara, Paul Sun-Hyung Lee, Donald Sutherland, Andrea Martin, Simu Liu, and Ryan Reynolds, we’ve contributed some tasty and trendy creations:
Peanut butter: Invented by Montreal’s Marcellus Gilmore Edson in 1884 (despite American claims).
Ketchup chips: Created by Ontario-based Hostess Potato Chips in the early 1970s, these remain a uniquely Canadian snack.
Yoga pants: Chip Wilson founded Lululemon in 1998 in Vancouver, popularising yoga pants after attending a yoga class in 1997.
Canada also invented the IMAX cinema format, basketball, the pacemaker, the first internet search engine Archie (Archive without the V), insulin, the Canadarm, CPR mannequin, pablum, road lines, telephone, and the electric wheelchair.
#6: Bench-Clearing Brawls & True North Tough 🏒🥅
“The land of Universal Health Care and the bench-clearing brawl.”
Ah, it always comes down to hockey with us. We don’t all play hockey but all the euphemisms in the sport seem to to apply to all Canadians. We are polite, but we're no pushovers—hockey fights prove it.
A bench-clearing brawl is when all the players charge out in order to help their teammates by either joining the fight or trying to break it up. Universal health care means we can afford to throw a punch. 😉 BONUS: You’ve probably seen #ElbowsUp making the rounds on social media. The rallying cry got a major boost on March 1, when Canadian icon Mike Myers mouthed the phrase and pointed twice to his elbow during the closing of Saturday Night Live. Just weeks earlier, Manitoba Premier Wab Kinew also told Canadians: “We have to get our elbows up,” in response to growing tariff threats.
The phrase is synonymous with one of hockey’s all-time greats: Gordie Howe. Born in Saskatchewan, Howe was famously known as Mr. Elbows before he became Mr. Hockey—a reference to how he’d throw his elbows around with precision (and pain) while battling for the puck.
Despite his on-ice aggression, Howe was humble, generous, and gentlemanly off the ice. A great example of the Canadian spirit.
#7: Not the 51st Anything 🇨🇦🚫🇺🇸
“We are not the 51st anything!”
Americans jokingly (or seriously) talk about Canada like it’s just an extension of the U.S., but this line is a firm reminder: Canada is not an extension of the U.S.
While we share some similarities, Canadians fiercely protect their distinct identity. We’re a country that values social programs, embraces diversity, and (mostly) says sorry even when it’s not our fault. And while we may be polite, history proves we’re really good at war (shoutout to Canada for being a major reason the Geneva Conventions exist cringe ).
#8: The Original “I Am Canadian” Ad; From I to We
Now that you’re caught up on the references, let’s rewind to the original ad. Molson’s 2000 commercial.The Rant starred Jeff Douglas as Joe Canadian, delivering an impassioned speech about national pride.
It landed during a surge in Canadian patriotism, fuelled by hockey rivalries, American mockery, major pop culture recognition, trade disputes, and disaster resiliency like the 1998 Ice Storm which coated eastern Ontario and southern Quebec in 100 millimetres of ice leaving over 5 million people without power across Ontario, Quebec and the northeastern United States.
While some lines from The Rant haven’t aged well ("...eat blubber"—yeah, Muktuk is a traditional Inuit dish so this line doesn't pass the vibe check), it captured a moment when Canadians were asserting their identity on a global stage.
Now, 24 years later, it's not surprising that the emphasis on the stirring reboot is on "We" from the original "I"—a shift that speaks to Canada’s core values.
We look out for each other.
We unite in times of crisis.
And we’re damn proud of it.
Here is the original commercial for your viewing pleasure.
#9: The Entire "We Are Canadian" Speech
Hey,
I know it's in our nature to, uh,
cut a guy some slack,
give him the benefit of the doubt,
like “maybe he was confused,”
or “just joking,”
or “just maybe he really needed a double-double.”
But this isn't that guy,
these aren't those people,
and those are not the Rockies.
They make a lot of mistakes.
They mistake our modesty for meekness,
our kindness for consent,
our nation for another star on their flag,
and our love of a hot cheesy poutine,
with their love of a hot cheesy Putin.
They think they can bully us,
threaten us, and push us around,
but they do not know us.
That artificially drawn line they keep talking about,
it’s not artificial and it's not on a map,
it's right here. [Jeff points to his heart.]
This is the land that Terry ran.
The land that Gord sang about.
This is the birthplace of peanut butter,
and ketchup chips, and yoga pants.
It is the land of Universal Health Care
and the bench-clearing brawl.
Of innovation and optimism and getting ‘er done.
This is the land of the Peacekeeper
and the Shawinigan handshake.
Are we perfect? No!
But we are not the 51st anything!
We are the first to unite in a crisis,
the first to build bridges, not walls,
and the first to stand on guard for thee.
My name is Jeff and we are Canadian!
Thank you.
Did I miss something in the video you’re wondering about? Come chat with me on BlueSky—I’d love to hear what stood out to you.
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