Real Canadian Superstore ad featuring Michael J. Fox is an ode to Canadian unity

Real Canadian Superstore is launching a new patriotic campaign.

The campaign kicks off with a brand spot voiced by Canadian actor Michael J. Fox.

The commercial opens with a Canadian flag whipping in the wind. “This symbol of pride has been through a lot over the years,” Fox narrates. “Stitched onto uniforms, backpacks and jerseys; stuck to windows, helmets and bumpers. But no matter where, no matter how crisp and new, or old and worn, they remind us that the way to stand for something is to stand together.”

As the camera pans, the flag is seen flying above a Real Canadian Superstore. “That red maple leaf doesn’t just fly atop a flag pole,” Fox continues. “It is stitched in the hearts of millions of Canadians. We are proudly Real Canadian Superstore.”

The campaign includes a second commercial that spotlights Real Canadian Superstore team members, as they begin their morning shift to the musical backdrop of Canadian band Rush’s “The Spirit of the Radio.”

"Real Canadian Superstore is a proudly Canadian brand, and we wanted to create a message that resonates with the values we share with our customers," said Shelley Tangney, VP of marketing at Loblaw-owned Real Canadian Superstore, in a press release. "Michael J. Fox embodies the Canadian spirit of resilience, and we are honoured to have him lend his voice to this message."

Real Canadian Superstore is making a $100,000 donation to The Michael J. Fox Foundation for Parkinson's Research (MJFF).

Watch the ads below: