Canada is the second-largest land mass, the first nation of
hockey, and the best part of North America. My name is Joe, and I am
That's the impassioned climax of the hottest thing in Canada now:
a 60-second beer commercial that has captured the hearts, souls, and
minds of Canadians - French and English-speaking alike.
For the usually mild-mannered Canadians, Joe may be getting them
in touch with their inner patriots, as he pokes fun at the typical
misconceptions about his country by Americans.
"I'm not a lumberjack or a fur trader," he says. "I don't live in
an igloo, eat blubber or own a dogsled."
The ad has received standing ovations in bars and cinemas. It was
performed at a Stanley Cup game last month in Toronto. And audiences
are so familiar with it, that they recite it along with "Joe." Joe,
a 20-something average guy in a plaid shirt, standing alone on a
stage before a vast unseen audience, begins rather softly, in a
polite earnest tone. "I speak English and French, not American." His
voice rises as he touches on politics: "I believe in peacekeeping,
not policing; diversity, not assimilation."
All this is delivered in a tone that is a mix of self-
assertiveness and self-mocking that only the chronically understated
can pull off.
"The Rant," as it is now dubbed, has been endlessly spoofed and
parodied. Canadian Heritage Minister Sheila Copps played it at a
conference of the International Press Institute in Boston earlier
this week to demonstrate how Canadians feel about living in the long
shadow of the United States.
Rudyard Griffiths, director of the Dominion Institute in Toronto,
sees The Rant as an example of "tearing a page out of the book of
American cultural imperialism." The Rant represents "a change in the
habits of cultural expression in Canada," which he adds - "might not
be a bad thing."
"Rah-rah jingoism," is an American habit, Canadians are quick to
say. Americans are more willing to engage in mythmaking and
celebrating their heroes, Mr. Griffiths says - whereas Canadians can
be so disconnected from their own history that they don't appreciate
what they've got. In January, for instance, instead of commemorating
the birthday of their first prime minister, Sir John A. Macdonald,
Canadian schoolchildren observe Martin Luther King Day.
Others are not so sure that The Rant is a good thing. Historian
Michael Bliss calls The Rant "pathetic, depressing, and an
embarrassment - nationalism without content." He sees the beer
commercial as a further sign of "the Americanization of Canada," and
a sign of "deep anxiety that is going on because of the brain drain"
of this country's brightest to the US and "concern that we are a
kind of northern suburb. …