Sure, the CBC is going populist, but picking Joe Canadian to co-host its As It Happens flagship current affairs show?

And literally so.

The pubcaster tapped actor Jeff Douglas, best known as ‘Joe Canadian’ from the iconic I am Canadian Molson advertising campaign of the early 2000s, to work opposite Carol Off, from January 4.

Douglas has done more than pitch beer in front of a giant cinema screen beaming varied images of Canadian culture, and has mostly hosted specialty TV channel fare.

He emceed History Television’s Ancestors in the Attic series, and the National Geographic documentary series Making History.

Douglas’ TV credits also include hosting the documentary series Things That Move (pictured), and a country-wide live broadcast of Jetman Live.

“Jeff brings a wealth of experience to the role – from his documentary work and his performance attributes, to his ability to really connect with Canadians and share stories from around the world,” Denise Donlon, general manager of CBC Radio, said Wednesday.

Douglas will replace Barbara Budd, a long-time co-host of the nightly telephone interview show.

Budd left the pubcaster after her contract with the CBC was not renewed earlier this year.