Jeff Douglas, known for his role in the popular Molson 'I am Canadian!' ads, has noted a resurgence of interest in the commercials on social media, particularly on TikTok. This revival comes amid growing Canadian patriotism and current tensions with the U.S. Douglas recalls the pride the ad fostered in its original airing, yet now feels a complex nostalgia, as he grapples with the more problematic facets of Canadian history. The ad's reemergence reflects a longing for national identity in turbulent times, according to Douglas.
Douglas first noticed the ad's burgeoning resurgence a couple of weeks ago. "Some people were tagging me on socials directly and saying, 'We need these back.'"
Ironically, Molson merged with an American company a few years after the ad was released in 2000, but that’s not stopping Canadians from sharing the sentiment behind it today.
Hearing his younger self boast about toques, beavers and chesterfields brings up "complex" feelings, as Douglas acknowledges both pride and troubling aspects of Canada’s history.
Douglas expresses gladness at the ad resonating with people during difficult times, despite embracing a more nuanced understanding of Canadian heritage.
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