Ontario Premier Doug Ford expressed satisfaction with the Ontario government’s recent advertisement utilizing former U.S. president Ronald Reagan’s words to convey an anti-tariff message to American audiences. Ford described the ad campaign as highly successful, noting that it garnered over a billion impressions and sparked widespread discussions across various U.S. media outlets.
The one-minute TV commercial, launched on October 14, featured Reagan’s voiceover from a 1987 radio address advocating for free trade, accompanied by visually striking scenes of American landscapes and workers. This initiative led to U.S. President Donald Trump halting all trade negotiations with Canada, criticizing the ad as misleading and fake.
Ford clarified that the primary aim of the ad was not to provoke the president but to raise awareness among Americans about the detrimental effects of tariffs on workers and businesses. He emphasized the effectiveness of the campaign, stating that it successfully captured the nation’s attention.
Following discussions with Prime Minister Mark Carney, Ford decided to retract the ad to facilitate the resumption of trade talks between the two countries. The premier affirmed that Carney and his team were informed about the campaign before its release and reiterated the solidarity among Canadian premiers in supporting his stance against Trump.
Prior reports indicated that Ontario allocated $75 million for the ad campaign, which aired on major American networks during prominent sports events. Ford mentioned that the actual expenditure might be lower than initially estimated due to pausing the campaign prematurely.
Addressing concerns raised by the Ronald Reagan Presidential Foundation & Institute regarding the ad’s use of Reagan’s speech without permission, Ford defended the ad’s authenticity, emphasizing Reagan’s anti-tariff stance evident in public domain materials.
Meanwhile, Ontario NDP Leader Marit Stiles criticized Ford for prioritizing flashy advertisements over addressing pressing local issues, while Ontario Liberal interim leader John Fraser questioned the rationale behind the ad, labeling it as a misguided decision.
