When That Tender Nerve is Struck

Some people rally against homelessness or seek to feed the hungry. Others embrace causes like gender equality, cancer research and easier access to better education for our children. Good causes, all of them, but that's not what motivated me five years ago.

Five years ago, I got very upset about an ad campaign by Pepsi. They had the audacity to tell us fans of Canadian hockey how to cheer. Here's my initial entry on the subject, "Cheer Nation? I'm Not Chanting "Eh! O' Canada Go!" For Pepsi".

I didn't stop there. I started talking to the press, getting quoted by the Saskatoon StarPhoenix and Vancouver Sun. I claimed victory when Pepsi killed the campaign, admitting it was unwise to tell Canadians how to cheer for their national team.

One day, I might use this power for something even more important. I'll know it's go time when that tender nerve is struck once more.

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Comments (13 - click here to join in!)


Can you use your power to do something about the horrible hockey broadcasts from Rogers?

December 29, 2014 @ 8:03 AM


And get Joe Bowen back on TV while your at it!

December 29, 2014 @ 8:26 AM


"horrible hockey broadcasts from Rogers" = Strombo

December 29, 2014 @ 9:03 AM

this guest

Good idea Mike, I'm sure you'll'
find a good cause.
In terms of sports I found it ironic
that American fast food chains
were trumpeting Canadian patriotism
during the last Olympics.

December 29, 2014 @ 10:02 AM

this guest

During one 'fuzzy, warm moment'
I suddenly realized 'holy shyit...
This is classic, corporate manipulation
and these ads (while perhaps created by Canadians)
were in the service of American corporate

December 29, 2014 @ 10:04 AM


@This Guest

Forget the American/Canadian thing, the irony is a fast food company supporting athletes. I'm sure if tobacco advertising was legal, we'd have the Players sponsoring athletes.

December 29, 2014 @ 10:18 AM



They're pasted all over motor-sports vehicles. Something tells me the guy driving the Marlboro car at 360 km/h doesn't smoke to calm his nerves.

December 29, 2014 @ 10:29 AM

this guest


Another angle,
Good point.


Those of us in the chemicals food additive industry
applaud you....

December 29, 2014 @ 10:40 AM

this guest

"Courage and skill..."

a trait best developed with our fresh, hot nurturing
food products...

"A day without red food dye is like a day without inspiration"

December 29, 2014 @ 10:46 AM



Strombo is only part of it. The whole thing is bad, in my opinion. I don't care how much they spent on their new sets....the broadcasts and intermissions are awful.

December 29, 2014 @ 2:21 PM


I saw someone use the hashtag #EhOhCanadaGo on facebook the other day. The level of my scoffing was through the roof.

December 29, 2014 @ 2:23 PM

Rick C in Oakville

Social media is very powerful, as all these corps have real time feedback with this. Good on you Mike for busting their chops.

December 29, 2014 @ 6:49 PM


I had the same reaction to the 'I Am Canadian' Joe Canada campaign, but millions ate that up.
Also of note for the all the wrong reasons- the recent Visa campaign, trying to kickstart their marketing buzzword into the pop lexicon.

December 29, 2014 @ 9:13 PM

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