At a Time of ‘Elbows Up’, This Agency Musically Urged Canada and the US to Work It Out

To say it’s been a prickly few months for Canadian-US relations might actually be an understatement. Many tariffs, several statements pertaining to annexation, and one trade war later, the sentiment within the minds of many living in the true north strong and free ranges from grief to anger and disappointment. After all, as recently elected Canadian prime minister Mark Carney said during his victory speech last week, “Our old relationship with the United States, a relationship based on steadily increasing integration, is over. The system of open global trade anchored by the United States – a system that Canada has relied on since the second world war, a system that while not perfect has helped deliver prosperity for a country for decades – is over.”

Naturally, people – and agencies and brands – are expressing their feelings in an assortment of ways. Some are heavily leaning into the ‘elbows up’ mentality, which, in advertising, translates to businesses proclaiming their Canadian heritage, or the fact that they don’t need the US, in ways ranging from playfully clever to somewhat aggressive. Others, meanwhile, are more focused on tapping into a sense of national unity, reminding consumers that now is the moment where both people and businesses must work together in the greater interest of the country. However, for social impact agency Public Inc. – a business with offices in both Canada and the US – there was a third option that needed to be explored.

Specifically, to remind people of how valuable the relationship between the two countries once was, and why it’s something still worth fighting for, the team reinterpreted the ‘Battle Hymn of the Republic’, lyrically sending a message encouraging peace, respect and collaboration. Launched in both nations, the work, and accompanying video, stand in stark contrast to many of the messages being sent by other agency teams right now – a clever way to shake things up while simultaneously encouraging citizens of the US to take action and express support for the continuation and restoration of a long-standing alliance.

To learn more about how this all came together, and why this was the right message for the times, LBB’s Jordan Won Neufeldt sat down with Public Inc.’s chief executive officer, Phil Haid, for a chat.

LBB> Where did the inspiration for this campaign come from? Internally, what were the discussions at Public Inc. like, and how did it give way to this reimagined song?

Phil> The ongoing comments about Canada becoming the 51st state had everyone feeling a lot of different emotions. For us, we were mostly saddened by the divide it was causing among two neighbours who’ve loved each other for centuries: Canada and the US. As a social impact agency with employees on both sides of the border, we knew we needed to step in and bring a bit of positivity to the conversation. It’s not often you have a relationship like ours – one that goes so much deeper than a trade agreement – and we need to repair it.

LBB> Building on this, what made ‘The Battle Hymn of the Republic’ the right song to play with? And overall, why was this the right approach for the times?

Phil> We liked the idea of using such a patriotic, Civil War era song – one with deep ties to abolition and being on the right side of history – as a sort of rallying cry to our American friends that our relationship with each other is one worth saving. It’s something instantly recognisable and easily manipulated for a moment when we are, in fact, facing economic warfare. Instead of pushing back against one another and fighting, we wanted to focus on a message of unity and togetherness.

LBB> In terms of creating the actual song, what was that process like? Who did you work with to bring everything together?

Phil> Our friends at Pirate Sound (in this case, arrangement by Ari Posner and mixed by Keith Ohman) have helped us with so many campaigns in the past, so we turned to them once again on this project, as the turnaround time needed to be very quick and we knew how great they’ve been in the past.

Thankfully, they felt the same way we did about the issue, and were eager to dive in with us. They’re wonderful collaborators and we’re always so pleased to work with them.

LBB> Lyrically, what was the rewriting process like? What sort of tone were you going for, and how did you strike the right balance between fun and serious?

Phil> A mix of our writers, as well as the team from Pirate Sound, got together in a room. Each of us had a verse in hand, ready to share, which we then fused together into the final lyrics you hear.

We wanted to be both sentimental and a bit humorous, showcasing all the great love our two nations have shared throughout the decades – from helping each other in war times to our shared passions, to fun pokes at our cultural idiosyncrasies.

The best part? The writer’s room was full of both Canadians and Americans, for a cross-border, international team effort. Just like the song calls for!

LBB> The accompanying video also works super well – what was the production process like? How did it all come together?

Phil> Given we turned the entire production around in just under two weeks, the process relied on a lot of effort and a little luck. A mix of found footage, AI imagery and art helped bring the video together quickly, which we then massaged a bit to fit the lyrics and punchlines as they landed. Our production team works wonders!

LBB> Both in Canada and the US, since launch, what sort of response have you gotten? Were you expecting the feedback you’ve received?

Phil> The love is real. We’ve seen a lot of great reactions from both sides of the border. Not only is our organic audience fairly diverse, but we’ve also been reaching out to the press – across both countries – to help us spread the word, and the response has been extraordinary.

Nobody wants to see our countries fighting. It just feels wrong. Most people do not understand why this conversation of ‘invading’ Canada even started. The US and Canada have been allies for as long as anyone can remember. We share so many similarities, have helped each other in our darkest times, and celebrate together in the best moments. The vast majority of our comments echo the sentiment behind the piece: we all must get along.

LBB> With all this in mind, is this platform something you’re going to continue building upon as long as the conflict remains ongoing? What can people expect from Public Inc. in the near future?

Phil> Because we’re a social impact agency, we often chime in on world issues and cultural moments from both our perspective, and that of our clients who are trying to imagine a better world. That’s never going to change, so we recommend giving us a follow for more of the same!

LBB> Finally, at a time when many brands and agencies are taking jabs and leaning into the ‘elbows up’ methodology, why do you believe in a more diplomatic and peaceful approach?

Phil> Anger, defensiveness, and hatred are never as powerful as kindness, love and humour. So, we choose to lead with positivity. After all, that’s the Canadian way.