In a rather out-of-character move, Air Canada released a humorous new video entitled, How To Travel Like A Canadian. But is there a deeper message?
It stars American-Canadian actress Sandra Oh and on the surface is a cute look at some of the positive cliches that surround Canada and Canadians.
For example, the video highlights the ubiquitous nature of “sorry” (pronounced soooory) across English-speaking Canada.
It also notes the solution to most problem is Poutine or a Caesar.
In case you were wondering:
- Poutine – a dish that includes french fries and cheese curds topped with a brown gravy
- Caesar – a cocktail created and primarily consumed in Canada. It typically contains vodka, a caesar mix (a blend of tomato juice and clam broth), hot sauce, and Worcestershire sauce, and is served with ice in a large, celery salt-rimmed glass, typically garnished with a stalk of celery and wedge of lime
But then, arguably at least, Oh becomes a bit more serious:
Traveling like a Canadian means you’re a beacon of peace in turbulent situations.
Traveling like a Canadian means being respectful to everyone and embracing all cultures.
And I cannot help but to think, in its own subtle way, that Air Canada is not just trying to juxtapose itself to its southern competition on the basis of onboard product or service, but on the basis of the rhetoric of its national leaders. Canadian elections are on October 21st, eh…
Or perhaps I just read way, way, way too much into this ad…
You can watch the video below:
CONCLUSION
Air Canada typically takes a more serious approach, so perhaps this is a sign of a changing viewpoint on marketing. I enjoyed the ad and think it is smart business to link Air Canada to Canada itself. But I do think the ad is more than just a light-hearted look at Canada…most great humor always sends a deeper message.
What do you think about the ad? A gentle political message or are my cognitive biases at work?
(H/T: One Mile at a Time)
You’re reading too much into it. It could just as easily be a dig at Brits.
You’re reading too much into it. Sorry.
As an American who has lived in Canada for the past 13 years, and is married to a Canadian, I agree with Matthew that this ad is a (humorous) “gentle political message”. More than ever, Canadians are hyper-sensitive if someone mistakes them for being American. SORRY!
Yes, you’re reading too much into it. I don’t see any hints of virtue signaling or digs at the Americans or anyone else. Rather, it comes off as a self-deprecating, Bob and Doug McKenzie style humor skit, except back bacon and beer became poutine and a Caesar. I found it kind of funny, actually.
Lol the purpose of this Ad is to create a stereotype of a canadian. So if a canadian, for example: insist on iced water; talking loudly; cannot queue; making grafitti; other vandalism; throwing coins into jet engine; than people would automatically assume its not canadian.
Smart. Not they ever need one it seems….
Yes, your cognitive biases are at work. 😉
Ummm…a Caesar is just a Bloody Mary? With clam juice added. Are they really taking credit for that?
I’m not much of a cocktail drinker and don’t have an opinion on it, but I do know plenty of Canadians who feel very strongly that the Caesar is a superior drink to the Bloody Mary with the clam juice (or clamato) making all the difference.
“Trying to juxtapose itself to its southern competition on the basis of onboard product or service, but on the basis of the rhetoric of its national leaders.”
She should have been wearing blackface makeup then.
Hé wasn’t a national leader at the time! But Boris Johnson & Donald Trump…….
I’m with you, Matthew. I saw the advert on OMAAT and when the bit about acceptance and being a beacon of peace came one, I did chuckle a bit. At first it struck me as an odd thing to mention in an airline advert, but then it crossed my mind that maybe they were hinting at the current political climate south of their border.
Back when George Bush the First was President, the Canadian government rolled out a tourism marketing campaign in the USA under the tag line: “America Borders on the Magnificent”.
Never underestimate the passive aggression buried deep within the (Anglo) Canadian culture.
It is significant that AC did choose an Asian-canadian to speak for Canada
There are many easy verbal cues to determining that someone is Canadian rather than American, not just “sorry”. Canadians seem to be very pleased to be identified correctly; I’ve experienced this many, many times…so it must be a source of annoyance/frustration for traveling Canadians, as suggested above.
I love Canada but it goes down a bit in my estimation noting those disgusting-sounding food and drink items
Actually, you’re our neighbour to the south. 😉 But anyway I found this commercial annoying and cringe-worthy for the most part.
Me too!
I think you’re correct, Matthew. Canada is a more humane, peaceful, and tolerant country than the United States — this is an objective fact backed up by Canada’s foreign policy, social contract and violence statistics. It’s such a pleasure to fly from LaGuardia to Toronto or Seattle to Vancouver and enter the airport — everything (and everyone!) just feels so much more calm, respectful, and peaceful. There’s less anger and tension in the air.
Canadians should be proud of their superior country — and feel entitled to boast about it in a cheeky way like this video.
Oh, Canada!