Premier Doug Ford expressed satisfaction with an Ontario government advertisement utilizing former U.S. President Ronald Reagan’s words to convey an anti-tariff message to American viewers. Ford praised the campaign’s effectiveness, noting it garnered over a billion impressions and sparked widespread discussion across various U.S. media outlets.
The one-minute anti-tariff TV ad, launched on Oct. 14, led to U.S. President Donald Trump halting trade negotiations with Canada. Featuring a voiceover from Reagan’s 1987 radio address on free trade, the ad showcased American landscapes and workers. Trump criticized the ad last week, mistakenly attributing it to Canada rather than Ontario, labeling it as fraudulent.
Ford clarified that his aim was not to provoke the president but to educate Americans on the detrimental effects of tariffs on workers and businesses. He emphasized the ad’s effectiveness in raising awareness nationwide. Ford withdrew the ad following discussions with Prime Minister Mark Carney to facilitate the resumption of trade talks between the two countries.
Regarding feedback from Carney, Ford declined to disclose details of their private conversations but affirmed that the prime minister was informed about the campaign before its release. He also mentioned consulting with other Canadian premiers, who supported his stance against Trump.
The Ontario government reportedly allocated $75 million for the campaign, which aired on major U.S. networks during prominent sports events. Ford mentioned that the actual campaign costs were lower than initially estimated, lauding the impact achieved.
In response to criticisms, Ford defended the ad’s legality, emphasizing its use of unaltered Reagan excerpts in the public domain. The Ronald Reagan Presidential Foundation & Institute expressed concerns over the ad’s misrepresentation of Reagan’s address and indicated a review of legal options.
Ontario NDP Leader Marit Stiles criticized Ford’s campaign, accusing him of prioritizing flashy ads over addressing pertinent issues. Interim Ontario Liberal leader John Fraser also questioned Ford’s motives behind the ad, labeling it as a reckless decision that diverted attention from critical matters.
