Tate McRae’s Olympics ad stirs Canada–U.S. fan friction as Games open

A new Olympics promo featuring Canadian pop singer Tate McRae has ignited a cross-border flare-up just as the Winter Games are set to begin in Italy. The spot, built around a playful ski-trip storyline and a nod to McRae’s song “Nobody’s Girl,” quickly drew criticism from some Canadian fans who felt the ad’s messaging leaned too heavily toward American athletes, turning a routine entertainment cameo into a mini culture-war about loyalty, branding, and who gets to “claim” an artist.

McRae has pushed back in her own way, signaling that her Canadian identity isn’t up for debate even as her career footprint and promotional commitments span both countries.

What set off the backlash

The commercial shows McRae skiing through snow, interacting with a computer-generated owl for directions, and then pivoting into hype for the Olympics and the week’s biggest U.S. sports moment. The line that landed hardest for critics was the emphasis on meeting and cheering for Team USA, with a named shout-out to an American star, while Canadian athletes were not highlighted.

The optics were enough to trigger a rapid pile-on: messages framing the appearance as a sellout move, disappointment from hometown supporters, and a broader sense that a Canadian artist shouldn’t be the face of an American-centric campaign at the start of an Olympics cycle.

McRae’s response: “Canada down,” without the lecture

McRae’s reply was simple and image-driven: a childhood photo holding a Canadian flag paired with a short caption affirming she’s “Canada down.” The move didn’t try to litigate contracts, branding decisions, or broadcast rights. It framed the moment as identity-plus-career reality: she can be Canadian and still show up in major U.S. promotional pushes.

That approach has kept the debate alive rather than ending it. For critics, it didn’t answer why the promo didn’t also nod to Team Canada. For supporters, it read as the right tone—light, direct, and not begging forgiveness for doing her job.

Why this keeps happening around the Olympics

The Olympics sit at a weird intersection of sport and national symbolism, and the lead-up often magnifies small choices into statements. A promotional spot isn’t a medal event, but it still carries flags, uniforms, and implied allegiance.

This edition is also arriving at a moment when Canada–U.S. sports rivalry already runs hot in winter disciplines, and the calendar is stacked with high-attention events. When an artist is inserted into that mix, fandom can behave like a referee—quick to call a foul based on vibe, not facts.

Where “NBC Olympics ad” and “CBC” fit into the story

Searches tied to the “NBC Olympics ad” phrasing have surged because the spot is part of the U.S. rights-holder’s traditional pre-Games blitz. In Canada, the conversation has been amplified by sports and culture coverage, with “CBC” trending as viewers look for local takes, clips, and commentary that contextualize why a Calgary-born star is fronting a Team USA-leaning message.

The bigger point is structural: Olympic marketing is built on territorial rights. That means the same global event can have very different promotional faces in different countries, and a celebrity can be celebrated in one market while questioned in another.

Key dates and what’s next

• Tuesday, February 3, 2026 (ET): McRae shares the promo and the online criticism begins to spike.

• Thursday, February 5, 2026 (ET): The backlash becomes a broader pop-culture story as Olympics week ramps up.

• Friday, February 6, 2026 (ET): The Winter Olympics open in Italy, likely keeping the promo in heavy rotation and the debate active.

If McRae appears in additional Olympic-related content during the opening weekend, the temperature could rise again. If not, the story may fade into the usual pre-Games churn—replaced by actual competition, medal storylines, and highlight clips.

What this says about modern fandom

This episode is less about a single ad and more about how audiences now treat celebrity identity as participatory—something fans feel entitled to police. McRae’s brand is already built on emotional candor and sharp hooks; the backlash shows the flip side of visibility: when you’re everywhere, every appearance gets interpreted as a statement.

For now, the practical outcome is a familiar one in pop culture: the controversy has boosted attention. Whether that attention converts into sustained goodwill depends on what comes next—new music, live performances, or a clearer “both countries” moment that lets fans cool off without anyone having to formally back down.

Sources consulted: Reuters, People, The Independent, Global News