Premier Doug Ford declared success in the Ontario government’s advertisement utilizing former U.S. president Ronald Reagan’s words to convey an anti-tariff message to American viewers. Ford praised the ad campaign’s effectiveness, noting it garnered over a billion impressions. He emphasized that the initiative sparked discussions across various U.S. media outlets, highlighting its wide-reaching impact.
The one-minute anti-tariff TV commercial, launched on October 14, led to U.S. President Donald Trump halting trade negotiations with Canada. Featuring Reagan’s 1987 radio address on free trade, the ad showcased American landscapes and workers. Trump criticized the ad, attributing it to Canada rather than Ontario, labeling it as deceitful.
Ford clarified on Monday that the ad aimed to raise awareness about the detrimental effects of tariffs on workers and businesses, not to provoke the U.S. president. He asserted that the ad’s effectiveness upset Trump, indicating its success in capturing attention nationwide.
Following discussions with Prime Minister Mark Carney, Ford withdrew the ad to facilitate the resumption of trade talks between Canada and the U.S. When questioned about Carney’s feedback on the ad, Ford refrained from disclosing personal conversations but confirmed that the prime minister and his staff were informed before the ad aired.
Ford reiterated the unity among Canadian premiers in supporting his stance against Trump, emphasizing their solidarity. The Ontario government reportedly allocated $75 million for the campaign, which aired on prominent American networks during key sports events.
Regarding expenses, Ford mentioned that the actual spending on the campaign was lower than reported, emphasizing the campaign’s impact despite its temporary suspension. He defended the ad’s use of Reagan’s public address, citing its availability in the public domain and asserting the ad’s compliance with legal standards.
The Ronald Reagan Presidential Foundation & Institute expressed concerns over the ad’s use of Reagan’s remarks without permission, indicating a review of legal options. Ford is scheduled to address major U.S. media networks to further discuss the campaign.
Ontario NDP Leader Marit Stiles criticized Ford’s campaign, accusing him of prioritizing flashy ads over addressing pressing local issues. Interim Ontario Liberal leader John Fraser questioned Ford’s motives behind the ad, labeling it as ill-considered and advocating for a focus on pertinent provincial matters.
