Canada Is Not the US. And Neither Is Our Advertising

Yesterday, president-elect Trump floated the idea that Canada might as well be the 51st state - going as far as posting maps on social media showing Canada folded into the United States. He even threatened to use economic force, tariffs, and other leverage to 'make it happen.'

For Canadians, who rarely wear their patriotism on their sleeves, this was a wake-up call. While we love our southern neighbours, we’re not about to roll over - or lose sight of what makes us distinct.

Here’s the thing - Canadians are not over-the-top nationalists, but we do love our country. While there are many similarities to the US, there are some big differences. 

This was captured eloquently in the Joe Canadian Rant from the Molson 'I Am Canadian' campaign, created by Bensimon Byrne D'Arcy in the early 2000s:

"Hey, 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 Suzie from Canada,

although I’m sure 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 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!"

This isn’t the first time Canada has been misunderstood. The Joe Canadian Rant, while humorous, underscores how Canada values its identity and independence - a point that’s just as relevant today.

I have worked for five global agencies in my career, and I cannot tell you how many times I have played this commercial - tongue-in-cheek - to help my US owners, clients, and teams better understand that Canada is different.

Canada and the United States share numerous similarities due to their geographic proximity and intertwined histories. But there are some key differences. For example, Canada emphasises collective responsibility, multiculturalism, and government oversight, reflected in universal healthcare and stringent privacy laws like PIPEDA. In contrast, the US prioritises individualism, assimilation, and market-driven solutions, with fragmented privacy protections and a stronger focus on personal liberties over government intervention.

We have different regulations - we limit drug advertising, restrict advertising to kids, and are generally pro-regulation. As noted earlier, Canada was one of the first countries to take a strong stance on data privacy.

Agencies here are different too. 

Canadians in advertising develop strong, holistic skills. We are humble, we listen, and we are much more open to collaboration. That creates a different kind of leadership, different management styles, and a body of creative work that is often world-renowned.

Take the Dove 'Real Beauty' campaign - developed by Canadian minds. Its global impact came not from bombast but from a thoughtful, collaborative approach that resonated universally. It’s this mindset that allows Canadian agencies to compete on the world stage, despite smaller budgets.

Here’s the truth: made-in-US ads don’t always work in Canada. They often fail to reflect our distinct culture and are almost certainly irrelevant in Quebec, where language and identity play a central role. Next time you’re thinking about creating a North American campaign, why not let your Canadian agency take the lead? You might find that a Canadian ad works just as well - or even better - in the US. At the very least, you’ll save money.

In 2024, advertising spending in the US was projected at $379 billion USD, while in Canada it was $11 billion USD. This means the US market is over 34 times larger than Canada's in terms of ad spend. Canada’s per capita ad spend is approximately 75% lower than the US, but here’s the thing: we do more with less.

At one of my agencies, a team of just five hands-on leaders delivered a 29% revenue increase in one year - all local wins. For US CMOs, choosing a Canadian agency doesn’t just mean access to world-class talent - it’s an investment in efficiency, creativity, and results.

Canadians in advertising are jacks of more than one trade. We are resilient. We balance brilliance with ethics. And what’s more, many Canadians are at the helm of large North American or global agencies, proving that our leadership extends well beyond our borders.

Our talent is world-class. US CMOs, if you choose a world-class Canadian agency, you will save 30% at minimum - just on the exchange rate.

We joke about being the 51st state - we are not. In advertising, Canada is a market that punches above its weight. A 2023 Pew Research poll found that most Canadians view the US favourably, appreciating its cultural influence and innovation. But if Mr. Trump wants to redraw the map, he might also want to redraw his understanding of value - because when it comes to creativity, efficiency, and results, Canadian agencies deliver world-class work without needing the 'stars and stripes' to do so.