The CFL previously ran the "Radically Canadian" advertising campaign in the 1990s to highlight the identity of the CFL within the landscape of North American professional sports. The advertisement displayed what made the CFL distinct from the other pro leagues in North America, focusing on its Canadian roots, high scoring, and unique approach to football by American standards. It celebrated football's Canadian origins, highlighting how the CFL embraced its unique rules, offense-driven style of play, and its status as a wholly Canadian league following the failure of American expansion in the mid-'90s. One of my earliest memories of the CFL as a Canadian kid growing up in the 90’s was this “Radically Canadian” campaign. The commercials helped peak an interest in the league in me and likely many other Canadians.

In light of growing Canadian patriotism spurned on from not only what is happening in the news but also the recent 4 Nations Face-Off hockey tournament, it may be a good idea for the CFL and teams like the Elks to embrace the “Radically Canadian campaign” once more. 

Edmonton has a long, storied history in football, with the team recently celebrating its 75th season last year. The name change to the Elks has sparked some controversy among CFL fans. However, under new ownership, the team has made efforts to return the classic Edmonton Eskimos logo to the forefront of its identity. Owner Larry Thompson stated, “First and foremost, the brand I feel the most strongly about, and I think I speak for the alumni too, is the ‘Double E’. I think the ‘Double E’ is a big part of Larry’s plan going forward. So I think largely that’s what will be the identity of this organization. Frankly, I’m very comfortable with that." This logo change has been complemented by the signing of several prominent Canadian players. The Elks have signed OL David Beard from Alberta, DB Tyrell Ford from Ontario, WR Kaion Julien-Grant from Ontario, DB Royce Metchie from Ontario, and DL Robbie Smith from Ontario, while also extending the contract of franchise Canadian QB Tre Ford.

Bringing back the “Radically Canadian” ad campaign would be a home run for the CFL and Elks. The Elks currently have 34 Canadian players signed to the active roster. This number may change before the season starts but there is an abundance of talented Canadian players on the Elks and other CFL teams heading into the 2025 season.

In November, the Elks brought back former 2015 Grey Cup-winning GM Ed Hervey. As the team looks to its past in hopes of restoring the franchise to its former glory, what better way to honour the exciting and memorable period of the CFL than by bringing back the "Radically Canadian" advertisements? The CFL should be cherished by Canadians across the country. While there are other Canadian sports leagues, none have the history or fan bases that CFL teams do. Canadians often turn to American sports for entertainment, but we have one of the most exciting sports leagues right in our own backyard. 

As Dave Grohl put it during last year’s Super Bowl, "Thank you, Canada, for football." Football is and should be a national pastime for Canadians. It's time to celebrate and support the sport, starting with our very own Edmonton Elks!