Comedian, writer and actor Mark Critch and Grammy-winning singer-songwriter Anne Murray have joined the long list of proud Canadians lending their voices to the Pro Canada Project, encouraging radio and podcast listeners to “Shop as if your country depends on it.”
The Pro Bono Group campaign – led by veteran advertising and commercial production veterans Mike Occomore and Larry MacInnis – was launched in February in direct response to the threat of U.S. tariffs on Canadian goods.
In Murray’s PSA, the Canadian icon revisits the theme of her acceptance speech for her recent Lifetime Achievement Award at the 2025 JUNO Awards, discussing the pressure she received to move to the U.S. early in her career.
“Canada was my safe haven,” said Murray. “My light at the end of the tunnel. And it still is.”
Critch’s spot notes that while his job depends on laughter, the jobs of most Canadians depend on other things, “like all of us coming together and buying Canadian-made products.”
The new spots join the rotation of PSAs featuring other proud Canadians, including singer/songwriter Andy Kim, Canada’s “First Lady of the Guitar” Liona Boyd, and actor and comedian Shaun Majumder.
The full PSA campaign is available to download free of charge here.
