One of my all-time favourite ads is Molson Canadian's The Rant.
It's an incredible spot when you think about it: it features just a single actor, a stage, and a well-known, almost overplayed soundtrack.
And yet, in just 60 seconds, it manages to fight back (politely, of course) against a dozen well-known Canadian stereotypes and share a number of facts that Canadians everywhere could rally behind.
Most brands simply can't tap into Canada's zeitgeist the way "The Rant" did.
Although to be fair, most brands aren't called "Canadian".
The ad debuted in March 2000, so if you're anywhere close to my age or older, you've probably already seen it many times. But it still holds up, even 22 years later, don't you think?
And if you haven't seen it, well, there are certainly worse ways to kick off your Canada Day.
Full text of "The Rant":
I'm not a lumberjack or a fur trader...
and I don't live in an igloo or eat blubber, or own a dogsled...
and I don't know Jimmy, Sally or Suzy from Canada,
although I'm certain they're really, really nice.
I have a prime minister, not a president.
I speak English and French, not American.
And I pronounce it "about", not"a-boot".
I can proudly sew my country's flag on my backpack.
I believe in peacekeeping, not policing.
Diversity, not assimilation.
And that the beaver is a truly proud and noble animal.
A toque is a hat!
A chesterfield is a couch!
And it is pronounced "zed", not "zee", "zed"!
Canada is the second-largest landmass, the first nation of hockey,
and the best part of North America!
My name is Joe,
and I am Canadian!