Ontario Premier Doug Ford declared success in his government’s advertisement campaign utilizing former U.S. president Ronald Reagan’s words to convey an anti-tariff message to American viewers. Ford praised the campaign as highly impactful, noting it garnered over a billion impressions and sparked widespread discussions across various U.S. media outlets.
The one-minute anti-tariff TV ad, launched on October 14, featured a voiceover of Reagan’s 1987 radio address on free trade and visually portrayed American landscapes and workers. The ad’s effectiveness led U.S. President Donald Trump to halt trade discussions with Canada, criticizing the ad as deceptive and attributing it to Canada rather than Ontario.
Ford clarified that the objective was not to provoke the president but to educate Americans on the negative effects of tariffs on workers and businesses. The premier emphasized that the ad’s success in raising awareness and stimulating national dialogue was evident from Trump’s reaction.
Following discussions with Prime Minister Mark Carney, Ford withdrew the ad to facilitate the resumption of trade talks between the two countries. He affirmed that Carney and his team were briefed on the campaign before its release. Ford also highlighted the collaborative support of other Canadian premiers in opposing Trump’s trade policies.
Despite initial reports of a $75 million budget for the campaign, Ford mentioned that the actual expenditure was lower than stated. He expressed satisfaction with the campaign’s impact and stated that despite pausing the ads, the investment had proven worthwhile.
Addressing criticisms from the Reagan Presidential Foundation & Institute regarding the use of Reagan’s speech without permission, Ford defended the ad’s authenticity, citing Reagan’s stance against tariffs. The institute indicated it was exploring legal options concerning the ad.
Ontario NDP Leader Marit Stiles criticized Ford for prioritizing flashy ads over addressing pressing job-related issues in the province. Similarly, Ontario Liberal interim leader John Fraser questioned Ford’s decision-making process behind the ad, labeling it as ill-considered and suggesting the premier should focus on core responsibilities.