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Trump, Donald

The Art of Persuasion: Ontario's Brilliant but Misguided Reagan Ad

Strategic Insights

— 1 min read

Ontario's $75-million advertising campaign featuring former US President Ronald Reagan's voice to argue against US tariffs was a creative masterpiece, leveraging Mr. Reagan's 1987 radio address on "free and fair trade" to reframed free trade as the true conservative position. However, despite its persuasive power, the ad fell flat as diplomacy, sparking a trade war with the US and showcasing the dangers of conflating advertising with strategy. The ad's success highlights the importance of anticipating consequences, rather than just capturing attention.

Key Takeaways:

  • The ad used Mr. Reagan's 1987 radio address to argue against US tariffs, reframing free trade as the true conservative position.
  • The campaign was a textbook example of persuasion, making people feel they were returning to principle rather than changing their minds.
  • Despite its creative brilliance, the ad failed as a diplomatic strategy, sparking a trade war with the US.
  • The ad was not aligned with the broader policy framework, with the Ontario Premier and his Chief of Staff failing to grasp the diplomatic implications.
  • The ad's success was short-lived, and it ultimately shifted the trade conversation rather than consumer sentiment.
  • The campaign highlights the importance of anticipating consequences in marketing and diplomacy, rather than just focusing on creative brilliance.

Statistics:

  • $75 million: The cost of the advertising campaign featuring Mr. Reagan's voice.
  • 1987: The year Mr. Reagan delivered his radio address on "free and fair trade".
  • 10%: The drop in foot traffic to American Eagle stores two weeks after its campaign featuring Sydney Sweeney.
  • Millions: The estimated value of the earned media generated by the Ontario ad.

Sources:

  • Arthur Fleischmann, "The Art of Persuasion: Ontario's Brilliant but Misguided Reagan Ad", Undated article ( exact date unknown)

- The Globe and Mail

  • Ontario Premier Doug Ford, Interview quotes (exact date unknown)

- The Globe and Mail

  • The Reagan Foundation, Statement (exact date unknown)

- The Globe and Mail

  • Arthur Fleischmann, Sense.Maker website, Profile information (exact date unknown)

- Sense.Maker website

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