Premier Doug Ford has expressed satisfaction with the Ontario government’s recent ad campaign featuring former U.S. president Ronald Reagan’s words to convey an anti-tariff message to American audiences. Ford deemed the campaign highly successful, noting it garnered over a billion impressions and sparked widespread discussions across various U.S. media outlets.
The one-minute TV ad, launched on October 14, drew attention from U.S. President Donald Trump, leading him to halt all trade negotiations with Canada. Featuring Reagan’s 1987 radio address on free trade, accompanied by striking visuals of American landscapes and workers, the ad stirred controversy, with Trump labeling it as deceptive and attributing it to Canada rather than Ontario.
Ford clarified that the primary aim of the ad was not to provoke the president but to raise awareness among Americans about the adverse effects of tariffs on workers and businesses. He emphasized the effectiveness of the campaign in bringing attention to the issue nationwide.
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, including Ontario NDP Leader Marit Stiles and interim Liberal leader John Fraser, Ford defended the campaign, citing Reagan’s public domain remarks on free trade as the basis for the ad’s content.
The Ronald Reagan Presidential Foundation & Institute expressed concerns over the ad’s use of Reagan’s address without permission and indicated a review of potential legal actions. Ford is scheduled to address major U.S. news networks later in the day to further discuss the campaign’s impact and implications.