Sorry, not sorry: Cheeky Canadian billboards take over Hollywood & here’s why

Watch out, Tinseltown. A series of Canadian billboards in Hollywood is here to prove that the north is a force to be reckoned with in the entertainment industry.

The tongue-in-cheek ads are part of a new campaign called MADE Better, which aims to highlight Canada’s standout filmmakers.

The billboards feature two different phrases. The first says, “Politely Kicking Ass. (Sorry.)” with the MADE Better logo next to it.

The second one gives a nod to Canada’s buzzworthy directors — Villeneuve, Polley, Cameron, and Shi.

It features directors’ chairs with their names on it and the phrase, “Need direction? Look north.”

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The Canadian billboards in Hollywood are a joint venture between the Canada Media Fund (CMF) and Telefilm Canada.

As proud Canadians, we are reinforcing and celebrating the strength of our talent in the screen-based industry,” said Telefilm Canada’s interim CEO Francesca Accinelli in a press release.

“Through the fun and effective placements of these billboards in L.A., we honour our fellow Canadians’ successes and remind our friends down south and around the world that Canadians have good reasons to play cheeky.”

The press release also mentions some of Canada’s biggest claims to fame in recent Hollywood history, like Simu Liu in Shang Chi and the Legend of the Ten Rings, Bilal Baig’s Sort Of,  hit shows like Letterkenny, Schitt’s Creek, Maria, Les Boys, and video-game design for Assassin’s Creed: Valhalla.

“Canadians have been calling the shots in Hollywood for a long time,” said CMF exec Mathieu Chantelois.

“It’s time to spread the word about the outstanding entertainment we create, whether it’s in our country or anywhere in the world.”