Oh Canada - Marketing Identity

The "Canadian" identity is an elusive thing to be sure, if a singular identity is even possible at all.  Canadian patriotism is also a tricky thing to get a handle on, being a much more subtle expression than that of, say, the United States.   Although subtle and elusive, there are  things that are deeply rooted in Canadian culture and Canadian self understanding.  One fascinating study with regards to Canadian culture is the place of Tim Horton's.  It is surely one of, if not the most, iconic Canadian brand.  In some people's thinking, Tim Horton's is almost synonymous with Canada.  To be honest, I don't know if this has been an organic development or a synthetic work of masterful marketing.  Perhaps it is both.  Case in point, below is an example of a nationwide add that aired a few years ago.  It incorporates a subtle (or maybe not so subtle) patriotism, exploiting numerous features of Canadian culture including hockey, multiculturalism, and, of course, coffee.

No matter how you feel about marketing and commercializing a national identity (I am not sure how I feel to be honest), the below example is no doubt a brilliant piece of marketing.  

The add had been embedded here, but if you are unable to see it then a link has also been provided.

Commercial