Roots Canada: Be Nice

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The Garden redefine the word 'nice' in this tribute to the strength and courageousness of Canadians everywhere.

If Canadians have a reputation for anything, the new ad for Roots Canada by The Garden argues, it's 'nice'.

However, in Be Nice, the agency moves away from the banal, middle of the road associations of the words and highlight how, in being nice, Canadians have been brave, courageous, compassionate and caring.

The ad itself consists of a montage of video and image, accompanied by voiceover. Beginning with stereotypical images of Canada (yep, there's a Mountie in there), they move on to Canadian heroes. The comedian John Candy. The first couple to have a gay marriage. Willie O'Ree, the first black player in the National Hockey League. Those who welcomed refugees into the country as borders around them closed off.

O Canada, O Canada, stay nice.