Premier Doug Ford has expressed satisfaction with the Ontario government’s advertisement that leverages former U.S. President Ronald Reagan’s words to convey an anti-tariff message to American viewers. Ford described the ad campaign as highly impactful, garnering over a billion impressions and sparking widespread discussions across various U.S. media outlets.
The one-minute TV ad, launched on Oct. 14, featured excerpts from Reagan’s 1987 radio address advocating for free trade, along with visuals showcasing American landscapes and workers. In response, U.S. President Donald Trump terminated trade negotiations with Canada, attributing the ad to Canada rather than Ontario and criticizing it as false.
Ford clarified that the ad aimed to raise awareness among Americans about the negative effects of tariffs on workers and businesses, rather than provoke the U.S. president. He emphasized that the ad successfully captured attention and stimulated national dialogue.
Following discussions with Prime Minister Mark Carney, Ford decided to withdraw the ad to facilitate the resumption of trade talks between Canada and the U.S. While Ford did not disclose the exact campaign cost, he highlighted that it was lower than previously reported and emphasized the ad’s effectiveness in delivering its message.
Regarding the use of Reagan’s words in the advertisement, Ford defended the campaign, stating that the content was sourced from public domain material and reflected Reagan’s stance against tariffs. The Ronald Reagan Presidential Foundation & Institute expressed concerns over the ad’s portrayal of Reagan’s address and indicated a review of potential legal actions.
Ontario NDP Leader Marit Stiles criticized Ford’s campaign, accusing him of prioritizing flashy ads over addressing local job concerns. Similarly, Ontario Liberal interim leader John Fraser questioned Ford’s motives behind the ad, labeling it as a reckless decision that diverted attention from pressing issues.
Ford is scheduled to engage with major U.S. media outlets to further discuss the matter later today.