Bruce Dowbiggin
WOKE NBA Stars Seems Natural For CDN Advertisers. Why Won’t They Bite?

The wonderful people who brought you Elbows Up and Don’t Shop At Home Depot! are now on to Edmonton Oilers Bring Home The Cup. In response to no Canadian-based team winning the Stanley Cup since 1993 the corporate nostalgia folks are linking arms with Connor McDavid & Co in their struggle with the dastardly Florida Panthers. The Oil are now Canada’s team!
In one bit they were taking ice shavings from McDavid’s home rink in southern Ontario to mix with the frozen Zamboni water of Edmonton’s Rogers Place arena. Okay, they have eight players on the Oilers roster who aren’t Canadian (hello Leon Draisaitl), and the stars now killing it for the Panthers, Sam Bennett and Brad Marchand, are from Ontario. But never mind. Like playing Mr. Dressup trivia with Mike Meyers it’s just too good an idea to waste.
The outcome of all this patriotic wind therapy will be determined Tuesday— or Thursday at the latest. But it will have achieved the desired goal of warming the cockles of all those Canadians who turtled in the election, flipping back to Mark Carney’s Liberals when the going got a little rough with Donald Trump. Resulting in a maximum four more years of Carney’s faculty lounge of dunces and Kamala Harris clones.
While the marketers were playing the Maple Syrup March over the Stanley Cup Final they missed an even better opportunity to marry Canadian patriotism with sport. We speak, of course, of the inevitable crowning of Canadian stars as champions of the NBA. In fact the entire progress of the postseason in the sneaker league has witnessed great Canadian results.
Not least of which: Hamilton’s Shai Gilgeous Alexander winning the NBA MVP while leading his Oklahoma City Thunder to the brink of the NBA crown. For those distracted by Stu Skinner and Corey Perry, SGA is a revelation, If you missed him leading Canada back to the Olympics last year the wiry 26-year-old is a lithe, unstoppable chinook who routinely scores 30 points a game.

He has help from another Canadian, Montreal’s Lu Dort, a finalist for NBA defensive player of the year, who also led Canada to the Olympics. As unstoppable as SGA is, Dort is immovable. But that’s not all the Canadian content. In the Finals they are up against two more Canadian teammates from last year. Aurora Ont.’s Andrew Nembhard is the back-court catalyst for Tyrese Haliburton’s Indian Pacers, taking them to the Eastern title and within two wins of the NBA title. He’s assisted by another Canadian, Montreal’s Benedict Mathurin, the hero of the Game 3 win for the Pacers. They’re now household names.

The Canadian content didn’t end there, either. In the semifinals, the Thunder beat the Minnesota Timberwolves featuring SGA’s cousin Nickeil Alexander-Walker , another alumnus of the CDN national team. At one point the two close friends were anything but friendly, shoving each other under the basket.
They had Canadian company in the postseason. In earlier rounds R.J. Barrett and the New York Knicks made it to the second round in the East, Jamal Murray’s Denver Nuggets fell to the Thunder in Round Two, while the Houston Rockets and Mississauga’s Dillon Brooks, a tenacious physical presence, lost to Steph Curry’s Golden State Warriors . Meanwhile, Corey Joseph’s Orlando Magic lost in the first round to Boston.
But the Canadian content didn’t end there. The Toronto Raptors, NBA champs of 2019, are now spread throughout the league, affording nostalgic Canadian fans a rooting playoff interest in players such as Pascal Siakim, who’s pairing with Nembhard and Mathurin to push the upset-minded Pacers, shooting guard OG Anunoby teamed with small forward R.J. Barrett on the Knicks and point guard Fred Van Vliet of the Rockets. All harkened back to the Raptors’ greatest days.
But in the heat of Elbows Up marketing these great performances don’t seem to get a sniff from marketers looking to promote Canadian unity in these fractious days. While the sports networks give airtime to the stories in the Association. the general public and advertisers have little time or inclination to draw patriotic strength from these young men.
Before we completely condemn Canadian marketers it should be noted that the interest in the NBA in general is waning. The NBA has lost 75 percent of its TV audience since the Michael Jordan peak while many other sports — NFL, men’s & women’s college basketball, college football — have set record TV ratings. Yes, TV ratings in many fields have dropped since the 1990s. Still, it seems significant.
The problem for the NBA in a Time of Trump is its embrace of hard-left politics. Whether it’s LeBron James defending Chinese shoe manufacturers, the slavish devotion to #BLM even as its corruption is revealed and a maniacal obsession with Donald Trump (and embrace of Kamala Harris) the NBA has made its bed with radical political and cultural elements. It’s as if the Trump election and cultural shift never happened.
In this wilful blindness they are supported by their media partners whose own credibility is at an all-time low after carrying water for the Biden farce and Kamala’s erasure. Ironically, this is the same political crash car running Canadian politics at the moment. You’d think that would make the NBA— and its sister Women’s NBA—like catnip to the Canada Not For Sale crew.
So far the hockey quest is foremost in their minds. But perhaps when SGA holds the Larry O’Brien Trophy they might just achieve the symbiosis that the sport has always coveted.
Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster A two-time winner of the Gemini Award as Canada’s top television sports broadcaster, his new book Deal With It: The Trades That Stunned The NHL And Changed hockey is now available on Amazon. Inexact Science: The Six Most Compelling Draft Years In NHL History, his previous book with his son Evan, was voted the seventh-best professional hockey book of all time by bookauthority.org . His 2004 book Money Players was voted sixth best on the same list, and is available via brucedowbigginbooks.ca.
Bruce Dowbiggin
Eau Canada! Join Us In An Inclusive New National Anthem

This past week has seen (some) Canadians celebrating their heritage— now that Mike Myers has officially reinterpreted Canadian culture as a hockey sweater and Mr. Dressup. This quick-change was so popular that Canadian voters even forgot an entire decade of Justin Trudeau.
In the United States, the people who elected Donald Trump– and not Andrew Coyne– to run their nation celebrated Independence Day with stirring renditions off The Star Spangled Banner, although few could surpass the brilliant performance of the song by the late Whitney Houston at the 1991 Super Bowl.
The CDN equivalent is some flavour of the month changing the words to O Canada at the Grey Cup game. Canada’s national anthem has always been open to interpretation by people who may or may not have Canada in their hearts. At the 2023 NBA All Star Game Canadian chanteuse Jully Black became the latest singer to attempt a manicure to the English lyrics of O Canada, penned for the 1880 Saint-Jean-Baptiste Day ceremony ( Calixa Lavallée composed the music, after which words were written by the poet and judge Sir Adolphe-Basile Routhier. The English lyrics have “evolved” over the years, just like the dress code for the CDN PM..)

Black amended the first line from “our home and native land” to our home ON native land”. Because something-something. But this creative license is nothing new. Unlike Chris Stapleton, Marvin Gaye or Whitney Houston with the Star Spangled Banner, interpreters of O Canada have seen fit to amend the lyrics to their sensibilities. Roger Doucet, famed anthem singer of the Montreal Canadiens in the 1970-80s, tried to add the words “we stand on guard for truth and liberty” in place of the first “we stand on guard for thee”.
In 1990, having nothing better to do, Toronto City Council voted 12 to 7 in favour of recommending that the phrase “our home and native land” be changed to “our home and cherished land” and that “in all thy sons command” be partly reverted to “in all of us command”. (The latter was officially adapted.)
While those attempts had mixed outcomes it appears it’s just a matter of time till Ms. Black’s class-conscious culling of the words is accepted. Being generous we here at IDLM thought we’d short-circuit piecemeal attempts to create a throughly Woke version of the anthem that would last till the latest fad come along. Herewith our 2023 definitive O Canada that even— maybe only— Justin Trudeau could love:
“O Canada” (Ignores the French fact in our culture) Change to “Eau Canada”
“Our home on native land” (ignores indigenous land claims) Change to “Get off our land, settlers”
“True patriot love in all of us commands” (Only true patriot love? There were officially 78 kinds of relationships in Trudeaupia. And commanding love?) Change to “Love the one you’re with”.
“With glowing hearts we see thee rise” (rise suggests triumph of white triumphalist dogma) Change to “Non judgementally we oppose the crushing impacts of Euro-based autocracy”
“The true north strong and free” (How can anyone be strong or free when we support America’s killing fields?) Change to “Heteronormative thinking must be stamped out at our borders. If we even have borders anymore.”
“From far and wide” (Body shaming) Change to “Obesity is a disease that is not helped by putting it in the national anthem.”
“O Canada” (biased against A, B, AB blood types) change to “Science Must Be Believed”
“We stand on guard for thee” (Spreads hate against the non ableist community) Change to “Please remain seated.”
“God keep our land” (God? God? What is this, the Reformation) “Change to “It’s your thing”
”Glorious and free” (Glorious harkens to the bourgeois subjugation of Indigenous thought processes by white Christian priests) Change to “A genocidal state if there ever was one”.
“O Canada we stand on guard for thee/
O Canada we stand on guard for thee” The denial of trans rights is used twice here to emphasize the intolerable burdens faced by people of the LGBTQ2R community as they seek respect and compensation for the evils of the founding oppressors.) Change to “Eau Canada, after 6.5 hours of intensive lectures on the gender, race and dissociative application of class war on your citizens you may someday come to understand that this song is a manifestation of your bigotry and exploitation of minorities— and why rhyming lines like “thee and free” is the work of the devil or J.K. Rowling, whomever comes to mind first.”

There. That wasn’t so tough, was it? Flows trippingly off the tongue like Mark Carney refusing a special inquiry into China buying the electoral process. Or perhaps we should simply accept a literal translation of the original French lyrics:
“O Canada!
Land of our ancestors
Glorious deeds circle your brow
For your arm knows how to wield the sword
Your arm knows how to carry the cross;
Your history is an epic
Of brilliant deeds
And your valour steeped in faith
Will protect our homes and our rights.”
Yikes. That’s downright fascistic. But it’s Quebec, and we have to allow them their peccadilloes. So circle your brow with glorious deeds, grab a cross and a sword and valour steeped in faith. And remember we must be adaptable in the new era.
Unless it’s Alberta using the adapting to fuel its CO2-belching machines. In which case it’s man the battlements and follow Mike Myers into the fight.
Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster A two-time winner of the Gemini Award as Canada’s top television sports broadcaster, his new book Deal With It: The Trades That Stunned The NHL And Changed hockey is now available on Amazon. Inexact Science: The Six Most Compelling Draft Years In NHL History, his previous book with his son Evan, was voted the seventh-best professional hockey book of all time by bookauthority.org . His 2004 book Money Players was voted sixth best on the same list, and is available via brucedowbigginbooks.ca.
Bruce Dowbiggin
Canada Day 2025: It’s Time For Boomers To Let The Kids Lead

So how did you spend your first Canada Day under new PM Mark Carney? If you’re CBC, freed from the clutches of Pierre Poilievere, you do a fawning interview with ex-pat comedian Mike Myers, whose Elbows Up appearance on Saturday Night Live and whose partisan hockey sweater appearance with Carney were pivotal moments in the recent election. (Saving CBC from drastic budget cuts— not that they mentioned it.)
After Donald Trump’s bellicose 51st state comments, Myers’ nostalgic harkening to the days of Gordie Howe and Mr. Dressup pivoted Boomers’ voter preferences in Canada. Soft Quebec sovereigntists petrified by Trump abandoned the Bloc for the Liberals. Progressives ditched the NDP for the Grits. And some wobbly Conservatives moved to Carney’s side, too, after the charm offensive by Myers, who hasn’t lived in Canada since the 1980s.

The result? Liberals vaulted 20 points in the polls and barely missed a majority in their fourth consecutive election win. Boomers were exultant. Their subsidized media was joyous. And the rest of the world asked if Canada was a serious country after the Libs naked substitution of Carney for the loathed Justin Trudeau. After all, hadn’t the U.S. Democrats tried the same thing and been summarily spanked by voters?
More to the point, had Canadian voters missed a great opportunity by sticking their heads in the ground on Chinese gangs using Canada as a drug launch pad, Canadian banks being fined billons for money laundering, immigration flooding social services, cratering GDP and Palestinian protests clogging the streets?
This at a time when the under-50 generation has lost faith in its destiny within Canada. As we wrote in March why are 43 percent of 18-36 male CDNs telling pollsters they would accept U.S. citizenship if they were guaranteed full rights and financial protections? Where upper-class products of liberal education— the future professional class— have taken to wearing keffiyehs to the convocations and demonstrations. Where housing is an unattainable goal in most major Canadian urban centres.
It’s not hard to see them looking at the Mike Myers obsession with a long-gone Canada and saying let’s get out of here. The signs are there. Recently former TVOntario host Steve Pakin attended two convocations. The first at the former Ryerson University, which switched its name to Toronto Metropolitan University in a fit of settler colonizer guilt. The second at Queens University, traditionally one of the elite schools in the nation. Here’s what he saw.
“At the end of the (TMU) convocation, when Charles Falzon, on his final day as dean of TMU’s Creative School, asked students to stand and sing the national anthem, many refused. They remained seated. Then, when the singing began, it was abundantly noticeable that almost none of the students sang along. And it wasn’t because they didn’t know the words, which were projected on a big screen. The unhappy looks on their faces clearly indicated a different, more political, explanation.

“I asked some of the TMU staff about it after the ceremony was over, and they confirmed what I saw happens all the time at convocations. Then I texted the president of another Ontario university who agreed: this is a common phenomenon among this generation at post-secondary institutions.”
At Queens, where Canadian flags were almost non-existent, O Canada was sung, but the message of unrest was clear: “Convocation sends a message of social stability,” Queen’s principal Patrick Deane began in his speech. “It is a ceremony shaped in history. You should value your connection to the past, but question that inheritance. Focus on the kind of society you’d like to inhabit.”
You can bet Deane is not telling them to question climate change and trans rights. As Paikin observes, “if we fail to create a more perfect union, we shouldn’t be surprised when a vast swath of young people don’t sing our anthem the way so many of the rest of us do.” So why are the best and brightest so reluctant to see as future in becoming the new professional class that runs society?
In the Free Press River Page searched the source of their discontent. “If the Great Recession, Covid-19, and the spectre of an artificial intelligence-assisted ‘white collar bloodbath’ has taught the professional class anything, it is that their credentials cannot save them. This insecurity, compounded by the outrageous cost of living in many large cities, has pushed the PMC’s anxieties to the breaking point.
“Add that to the triumph of identity politics in professional class institutions like universities, corporate C-suites, non-governmental organizations, and media—itself a byproduct of inter-elite competition as many have observed—and what you have is the modern left.
“… they’ve already come to the baffling conclusion that there’s no difference between class struggle and child sex changes. More to the point, the socialist mantra “From each according to his ability, to each according to his need” has only ever stood the test of time in Anabaptist sects. It requires a religious devotion to self-sacrifice that is not characteristic of this anxious and hyper-competitive class—as many actual socialists have spent the last decade warning.”

As we wrote in March Boomer nostalgia is a dead end. “It’s time that Canada’s aging elite ceded a greater voice in the national debate to younger voices. They need an intervention of the type Trump is now performing on Canadians addicted to sitting in first class but paying economy. He brought them into a room with the chairs and levelled with them about getting the free stuff they assumed was their right. Defence, security, trade, medical access. He’s the first president to do this in half a century.
And like all people addicted, CDN Boomers don’t want the truth. They want performance theatre, T-shirts and hockey games. They blame Trump for their predicament, caught between grim realities. Will they take the 12 steps? Or will their kids have to tell them the facts as they escort them to the home?” Because we’re now seeing the likely answer to that question everywhere in Canadian society.
Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster A two-time winner of the Gemini Award as Canada’s top television sports broadcaster, his new book Deal With It: The Trades That Stunned The NHL And Changed hockey is now available on Amazon. Inexact Science: The Six Most Compelling Draft Years In NHL History, his previous book with his son Evan, was voted the seventh-best professional hockey book of all time by bookauthority.org . His 2004 book Money Players was voted sixth best on the same list, and is available via brucedowbigginbooks.ca.
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