Every once in a while there is a spot on the air that everyone is talking about. Currently, to the delight of Bensimon Byrne & D’Arcy creative director Glen Hunt and Mad Films executive producer Mark Bisson, that spot is ‘The Rant’ for Molson Canadian.

The first commercial in the relaunch of Molson’s ‘I Am Canadian’ campaign is receiving a remarkable amount of press, and praise from viewers who tend to become a tad excited listening to and watching ‘The Rant,’ currently airing nationally on television and in theatres. It provides Canadians a chance to reflect on all that is good about Canada and take a few jabs at off-base notions our southern neighbors have decided are truths about Canadian citizens.

The concept, for those of you without a tv set, is simple. A typically Canadian guy (no, not a Mountie or hockey player) clad in a flannel jacket and jeans rants about why he is proud to be a Canadian, pointing to large background screens to emphasize his points. He addresses nearly every Canadianism and stereotype, riling up viewers as he goes along.

There have been reports (although unconfirmed) that the cinema version of the spot has on occasion provoked standing ovations from theatre patrons.

Reaction to the spot has been overwhelming, says Hunt, who served as both creative director and writer on the spot. Hunt could be called the true patriot behind ‘The Rant,’ as they are his words being delivered. However, before you dust off your flag and bring out your box of toques, be advised the ‘I Am’ rant is not entirely the product of Canadian sweat. It was directed by American Kevin Donovan and shot by l.a.-based dop Paul Goldsmith.

The concept, says Hunt (who collaborated with art directors Cheryl Kaplan, Colin Brown and Ian Barry on the project), was the product of some good timing and a lot of enthusiasm.

‘We went back to ‘I Am Canadian,’ which for us is just like Nike’s ‘Just Do It,’ but for beer,’ Hunt explains. ‘We came up with this sense of Canadian pride and we went and tested it with the youth out in the market and interviewed people on the street.’

Hunt says that after starting out quietly (just as actor Jeff Douglas does in the spot), his interviewees would become increasingly passionate about all that is noble about their country. By the end of the interview, he says the subjects were virtually frothing red and white.

‘It was just wonderful to see people expressing their pride,’ says Hunt. ‘I had just lived in New York for three years – I have heard every single Canadianism. My friends would say, ‘No doot aboot it,’ and then I would bring up the War of 1812 where we kicked America’s ass, which they would just make fun of. When I came back to Canada, here was this great opportunity to somewhat vent and also mimic the fervor we saw from the kids on the street.’

Hunt says the decision to use u.s. director Donovan (repped in Canada by Mad) was based on his impressive reel and lack of ego.

‘We went through a number of directors; we had gone through a heavy testing period and were pretty tight on what we were looking for,’ says Hunt. ‘We had looked at a number of Canadians, and in some of those cases we had people who said, ‘No, we want to do it this way.’ We attempted to use a Canadian, and we have for a number of our hockey spots.’

Bisson says using an American to direct possibly the most pro-Canadian commercial in a long time made for an interesting shoot.

‘Kevin has been living in Canada off and on for the last two years because he has been so busy here,’ says Bisson. ‘It was neat because he picks up on all of the great things that are Canadian, so even with the outsider aspect, he had a lot of good input into the commercial.’

The background screen effects were put together by graphic designers/Henry artists Gary Thomas and Sean Cochrane at Crush. The end graphics are the work of Craig Small at Toronto’s Spin Productions. Panic & Bob’s David Hicks edited.

Small jokes that it is really his efforts on the final four seconds of ‘The Rant’ that have theatre crowds rising to their feet. ‘After all,’ he says, ‘the last four seconds are when the people are standing.’

Donovan is currently shooting his next project in Africa and was unavailable for comment. Alas, it is not for a new ‘I Am Africa’ campaign, although, according to Hunt, Donovan made mention during shooting of ‘The Rant’ that he would like to helm an ‘I Am Irish’ spot – if the opportunity ever comes up. Dustin Dinoff