Ontario Launches $75-Million Ad Campaign Targeting American Audiences

Strategic Insights -

Ontario Premier Ford's government is engaging in a high-stakes bid to sway American public opinion on the ongoing trade war. A $75-million advertising campaign, the latest in a series of multimillion-dollar initiatives targeting the U.S. market, will feature a 60-second TV ad utilizing a 1987 radio address by Ronald Reagan, warning of the devastating impact of tariffs on the American economy. This major media push aims to pressure U.S. President Trump into ending the global trade war, a move the Premier claims will be a boon to American families and businesses. With a total of $100 million spent on U.S. advertising since last year, Ontario is doubling down on its efforts to reach Republican voters and counter American trade policies.

Key Takeaways:

  • The Ontario government has launched a $75-million advertising campaign in the United States, targeting American audiences and featuring a 60-second TV ad with Ronald Reagan's 1987 radio address on the impact of tariffs.
  • The ad will air on major networks such as Newsmax, Bloomberg, Fox, NBC, CBS, CNBC, ESPN, and ABC from this week to the end of January 2026.
  • The ad's message will repeatedly emphasize that tariffs lead to retaliation, market collapse, and job loss, referencing Reagan's dire warning: "High tariffs inevitably lead to retaliation by foreign countries and the triggering of fierce trade wars."
  • According to a speech by Premier Ford, the ad's goal is to reach every Republican district in the U.S. and speak the truth about the impact of tariffs.
  • The Premier cited research from Yale University suggesting that Trump's tariffs will cost American families $2,400 per year and cause the country to shed half a million jobs by the end of the year.
  • Mr. Ford also stated that the auto tariffs will raise the costs for American automakers by near US$108 billion this year, according to the Center of Automotive Research in the U.S.
  • The Premier emphasized that Prime Minister Justin Trudeau would be meeting with Mr. Trump at the White House to discuss potential deals to end the tariffs.
  • Premier Ford expressed his disagreement with Saskatchewan and Manitoba premiers, who have advocated for Canada to drop its 100% tariffs on electric vehicles from China in exchange for a Chinese tariff reduction on canola products.

Statistics:

  • The Ontario government has spent a total of $100 million on U.S. advertising since last year.
  • The new 60-second TV ad will air on several major networks in the U.S.
  • Mr. Trump's tariffs will allegedly cost American families $2,400 per year, as per Yale University research.
  • American automakers will incur a near US$108 billion increase in costs this year due to the auto tariffs, according to the Center of Automotive Research in the U.S.
  • Premier Ford claims that the tariffs will lead to the loss of half a million jobs in the U.S. by the end of the year, based on Yale University research.

Sources:

  • "Ontario to spend $75 million on US ad campaign pushing back against Trump tariffs" - The Globe and Mail (online source, no date mentioned)
  • Remarks by Ontario Premier Ford at an Empire Club of Canada luncheon in downtown Toronto.