The Real Canadian Superstore is leaning on global icons Michael J. Fox and Rush to give voice to its mission and re-establish the grocer’s homegrown energy.

The Loblaw company’s new “Canadian Pride” campaign, a collaboration with creative agency One Twenty Three West, features two video advertisements that touch on the “Buy Canadian” moment, one with emotion and the other with uplift.

Fox narrates the more weighty of the two, with a monologue about the Maple Leaf’s ability to engender pride in those who display it on their uniforms, backpacks, jerseys and car bumpers. The star Canadian actor’s performance emphasizes the importance of national unity and collective action in overcoming adversity.

“Real Canadian Superstore is a proudly Canadian brand, and we wanted to create a message that resonates with the values we share with our customers,” Shelley Tangney, VP of marketing at Real Canadian Superstore, said in a news release. “Michael J. Fox embodies the Canadian spirit of resilience and we are honoured to have him lend his voice to this message.”

The campaign’s second commercial highlights the Real Canadian Superstore’s staff, presenting the workers as the backbone of the company, to the backdrop of “The Spirit of Radio” by Canadian rock legends Rush.

“Real Canadian Superstore is a proudly Canadian brand that’s doing a lot to help Canadians unite during a trying time. This spot is about standing together and celebrating Canadian pride,” Bryan Collins, One Twenty Three West co-founder and CCO, said in the release.

As part of the campaign, the Real Canadian Superstore announced $100,000 donation to the Michael J. Fox Foundation for Parkinson’s Research, an organization that has raised $2.5 billion for global research toward finding a cure for the disease.

“Canadian Pride” launched this week across TV, cinema and social to coincide with the second round of the NHL playoffs. Loblaw Media handled media for the campaign.