Premier Doug Ford expressed satisfaction with the Ontario government’s advertisement that conveys an anti-tariff message to American audiences using former U.S. President Ronald Reagan’s words. Ford described the ad campaign as highly successful, garnering over a billion impressions and sparking widespread discussion in the U.S. media landscape.
The one-minute TV ad, launched on October 14, featured excerpts from Reagan’s 1987 radio address on free trade, coupled with visuals of American landscapes and workers. In response, U.S. President Donald Trump terminated trade negotiations with Canada. Last week, Trump criticized the ad, mistakenly attributing it to Canada rather than Ontario, labeling it as deceptive.
Ford clarified that the aim was not to provoke the president but to raise awareness among Americans about the adverse effects of tariffs on workers and businesses. He emphasized the effectiveness of the ad in capturing national attention and credited its impact on stimulating public discourse.
Following discussions with Prime Minister Mark Carney, Ford decided to withdraw the ad to facilitate the resumption of trade talks between the two countries. Ford refrained from disclosing details of his conversation with Carney but affirmed that the prime minister was aware of the campaign before its release.
Ford highlighted solidarity among Canadian premiers in supporting his stance against Trump’s trade policies. The premier’s office had initially disclosed a $75 million budget for the campaign, which aired on various American networks during significant sports events.
Regarding the campaign’s cost, Ford mentioned that the actual expenditure was lower than reported, considering the pause in ad placements. He emphasized the substantial impact achieved through the campaign despite the revised timeline.
In defense of the ad, Ford cited the use of unedited Reagan excerpts, emphasizing the late president’s stance on free trade and opposition to tariffs. The Ronald Reagan Presidential Foundation & Institute expressed concerns over the ad’s misrepresentation of Reagan’s address and stated their intent to explore legal options.
Ford is set to engage with major news networks later in the day. Meanwhile, Ontario NDP Leader Marit Stiles criticized Ford’s campaign approach, emphasizing the need for the premier to prioritize local job retention over flashy advertisements. Interim Liberal leader John Fraser echoed similar sentiments, questioning Ford’s strategic direction and urging him to focus on pertinent provincial issues.