Here are a few questions to begin with:

1.) Consider the feeling/issues that this ad suggests are are critical to Canadian "identity."
2.) Why do you think this ad was made exclusively for Canadians? Why refer to things that Canadian viewers already know? (e.g. A toque is a hat.)
3.) "Joe" tries to explode certain clichés, yet the ad wouldn't be successful if he didn't actually manifest some of those clichés as well. What are they, and what do they suggest... about audience, etc.?
4.) In what ways does this ad either offend you or simply mystify you as American viewers? (Think less about words that he uses than attitudes, or even why Canadians even actually care about things that don't seem to be a big deal to you.)
5.) Why does Molson allow its product (beer) to take so considerable a "back seat" to the rest of the ad? Consider issues of "image" and beer perhaps by thinking of beer campaigns for American brands that also rely on "image."

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The Assignment: OK. Now that you've given some serious consideration to the ad (and you have taken notes based on the visual text and the script text), write up a clear one page analysis. What you need to do is take the ad as an "event" and, by consolidating the ideas and observations you have already put together, provide an analysis of the significance of the event. That's not to say that you have to suggest that the ad has a profound, or even a pivotal "meaning." Rather, you want to use your analysis to suggest to someone (either canadian or American, or both), why an ad like this works (or, in certain cases doesn't work.) for viewers. Your analysis should be at least one page in length. You should have a clear introductory paragraph, as well as a thesis statement. You'll then explore that thesis and support your argument with the evidence that you have marshalled while reviewing the ad. What you come up with doesn't have to be unequivocal or absolute. Analyses like these are reflective and help provide insight for the reader about the topic at hand ("The Rant Ad").