• by Teresa Buyikian , Yesterday

Forget the American Dream. Tim Horton’s celebrates the “unspoken Canadian dream” in the Toronto-based coffee chain’s new TV campaign.

The brand tapped actor (and native Canadian) Kiefer Sutherland to lend his voice to the new 60-second spot. Seen here, the effort takes a creatively subtle swipe at President Trump’s recent claims regarding taking over the country by highlighting a few things Canada is known for, including universal healthcare, being considered “too polite,”  and welcoming visitors into the country, “where everyone can feel Canadian.”

The spot takes the POV of driving across Canada and showcases its cities, landmarks, parks and stunning open spaces.

That provides the backdrop for Sutherland’s voiceover, which discuses Canadian pride and connection. “How come we never talk about the Canadian dream?,” Sutherland asks. “Are we too polite to flaunt it? Or do we prefer to just live it? .. it isn’t some faraway ideal we talk about, it’s right here … At the long stretches of highway, at the hospitals where we’re all taken care of.. upon arrival where everyone can feel Canadian.”

The spot ends with the words  “The Canadian Dream lives on every corner of this land -- and at Tim’s, we’re proud to fuel it,” and a super of Tim Hortons' maple leaf logo, with the tag “Always Yours.”

“At a time when more and more Canadians are proudly flying our flag and reflecting on all the things that make our country special, [our] work with Kiefer on this campaign celebrates the unspoken Canadian Dream that we share,” said Hope Bagozzi, CMO for Tim Hortons in the announcement.

Created by GUT Toronto with music from singer-songwriter Bahamas,  “The Canadian Dream” is streaming on YouTube and will air during the upcoming NHL playoffs.

Tim Horton’s, Canada’s largest QSR, currently has over 5,100 restaurants worldwide, including 65 in the U.S.