Premier Doug Ford expressed satisfaction with a recent Ontario government advertisement that leveraged former U.S. president Ronald Reagan’s words to convey an anti-tariff message to American audiences. Ford praised the ad campaign’s effectiveness, noting that 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 excerpts from Reagan’s 1987 radio address on free trade, accompanied by visually compelling scenes of American landscapes and workers. The ad’s impact led U.S. President Donald Trump to halt trade negotiations with Canada, attributing the ad to Canada rather than Ontario and labeling it as deceptive.
Ford clarified that the goal was not to provoke President Trump but to highlight the detrimental effects of tariffs on workers and businesses. He emphasized the success of the ad in raising awareness and engaging the American public. However, following discussions with Prime Minister Mark Carney, Ford decided to pull the ad to facilitate the resumption of trade talks between the two countries.
Despite facing criticism from opposition leaders, such as NDP Leader Marit Stiles and Ontario Liberal interim leader John Fraser, Ford defended the campaign, citing Reagan’s historical stance against tariffs. The Ronald Reagan Presidential Foundation & Institute raised concerns over the ad’s use of Reagan’s remarks without permission and stated that legal options were being explored.
Ford, who acknowledged consulting with various Canadian provincial leaders on the ad, emphasized the unity among them in supporting his efforts against Trump. While the exact expenditure on the campaign remains undisclosed, Ford emphasized the campaign’s cost-effectiveness and positive outcomes.
In response to criticisms, Ford defended his actions and maintained that the campaign’s intention was to raise awareness about tariff impacts, leveraging Reagan’s pro-free trade views. The premier is scheduled to address major U.S. news networks to further discuss the campaign’s objectives and outcomes.
