[2] In 2017, Molson's "red beer fridge" ad, created in 2013 for its "I Am Canadian" campaign, had a resurgence in social media in response to the United States Trump travel ban.
[3] In 2025, "The Rant" ad created in 2000 experienced a resurgence in social media as Canadian patriotism heightened during the trade war with the United States.
It was performed by Nova Scotian/Canadian actor Jeff Douglas and directed by an American, Kevin Donovan, but written by a Canadian, Glen Hunt.
Colombo acknowledged that it was unusual to include the text of a beer commercial in a poetry collection, but emphasized that "the open-minded reader will respond to the power of the words that express a human need to affirm an identity in the face of ignorance and indifference," and compared it to the works of Christopher Smart, Ebenezer Elliot, and Vachel Lindsay.
The rant continues, making fun of Trekkies and his own typecasting as James T. Kirk, as well as Molson itself ("I drink Labatt's, not Romulan ale!").
At the Juno Awards of 2022, actor and host Simu Liu opened the ceremony with an updated riff on the "I Am Canadian" ad, highlighting contemporary signifiers such as multicultural food, runaway housing prices and the legalization of marijuana.