Molson's Canadians: Are beer and patriotism a potent brew?

by Community Team Posted: February 6, 2013 6:40 PM Last Updated: February 6, 2013 6:47 PM

View the story "Molson's 'Canadians': Are beer and patriotism a potent brew? " on StorifyMolson's 'Canadians': Are beer and patriotism a potent brew? Storified by CBC News Community· Wed, Feb 06 2013 15:47:08Imgur

Can Canadian pride be bottled up and carried like a two-fourto parties all over the world? Molson's marketing department certainly seems tothink so, and they're not alone.

The largely positive response to the beer maker's newad - titled simply The Canadians - seems to have stoked some patriotic sentiments while collecting over 1 million views on YouTube.

The spot, which was posted online Sunday, portrays Canadians asmemorable globetrotters who are goofy, endearing and rather unpredictable.

The Canadians are so lovable, in fact, that people in Germany, Ireland, South African, Australian and Japan can't help but gush.
Molson Canadian - The Canadiansmymolsoncanadian

Many are comparing the new commercial to the company's smashhit 2000 ad, titled The Rant, in which a crowd-pleasing poster boy named Joe stepsforward to represent the quintessential Canadian.

In what seems an address to an invisible U.S. audience, Joe starts shyly but eventually works himself up into a nationalistic,crowd-supported tirade.

"I have a prime minister, not a president. I speak English and French, not American. And I pronounce it a-bout, not a-boot."
I Am Canadian : The RantshnkarchivesBy contrast, the Canadians in the 2013 ad don't seem to need American approval. No, now they have friends all over the world and enviable parties at home, too.

If the feedback online is any indication, many Canadians are drinking up Molson's new flavour of patriotism.
Teared up at Molson's I Am Canadian ad in marketing class. Good job Molson marketing team, you hit my patriotismDPThe one YouTube commercial I actually watch is the Molson Canadian one because it just tells everyone how awesome Canadians are #CanadianSarahGordonI'm sure anyone who's seen the new molson canadians commercial felt that little sense of pride. #Canadiansean belyeaBut the ad, like The Rant before it, also has its critics. Plenty of viewers bristled at the facile depiction of "crazy in a good way" Canadians.
@globeandmail @globebusiness Molson Coors is only 50% Canadian and this ad is 100% TERRIBLE. Who are we trying to convince we're *cool?*J L AndersonNew Molson ad on YouTube just confirms that Canadians are seen as belligerent alcoholics all over the world. #ProudCanadian.Erin HoldbeckSeen this new jingoistic/nationalist Molson ad? Two NHLers beat a beaver covered in maple syrup, then Don Cherry yells at in broken English.Mike SpryOne thing does seem evident: Canadians can be rather conscious of their global image.

After all, ads that make declarative statements about Canada not only inspire headlines, but also attract the attention of academics that see them as cultural artifacts.

In their 2002 article Here's Where We Get Canadian, Millard et al., call the ad "the most spectacular manifestation of the wider trend towards loud nationalism in Canada."

They go on to argue that the self-effacing Canadian is something of a myth, and that rowdy displays of Canadian pride are, ironically, quite similar to loud displays often associated with Americans.
Canada wins Hockey GoldChris BizzyIn his response to their article, Stephen Brooks adds that the popularity of ads like Molson's may stem from Canadians' "pent-up anger and frustration" over being lesser known or misunderstood.

"Among my acquaintances and students only a few claimed to be made a bit uncomfortable and embarrassed by The Rant, the response one would expect from the 'diffident Canadian'," writes Brooks.

"The vast majority loved it." By way of contrast, Molson spots that depict Canadians as more subdued types, do-gooders even, haven't had the same online currency.
Canadian National CanthemmymolsoncanadianMolson Canadian Red Leaf Project: Thank You to our VolunteersmymolsoncanadianDo you find patriotic ads, beer commercials or otherwise, to be effective? What do you think of loud and proud nationalism?

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