During the 2018 World Juniors, Nike let everyone know that Canadians aren’t as cordial as you think with a breakthrough campaign called “Play Less Nice.” Every day of the nine-day hockey tournament, a new version of the same commercial aired, with changes throughout—the hero becoming less and less nice in each one.

The fun, energetic films embrace the stereotype that Canadians are the nicest people on Earth. But Nike Canada points out there’s a big asterisk on the end of that. When Canadians play sports, they’re the antithesis of courteous. Canadians don’t become mean, but they are focused and very intent on winning.