In this TV spot for Sportchek, a Canadian couple wearing national team hockey jerseys watches disconsolately while their car gets slowly dismantled by a gleeful US custom’s agent.
If you’ve spent any time in the blogosphere this week, you will know that the Canada-US rivalry has hit an all-time high.
The reason? Canada has a new confidence, and many Americans are learning we are no longer a country of hockey players alone. We do a lot of things very well. It has stirred the pot.
I’ve read some incredible bile on the Internet lately from both sides of the 49th. I’ve never seen such anti-Canadian sentiment from our neighbour, or watch it get kicked back south so unapologetically.
I don’t deny the incredible outpouring of appreciation that has also flowed our way north – but it seems you can’t have one without the other.
It’s a shame that the post-Olympic period should in any way be a pissing match between two good neighbours. A friendly rivalry is one thing, but I suspect we are going to see a lot more advertising in the next little while like the Sportchek spot. From both countries.
Let the Games begin.