Ontario Fights Back: Multi-Million Dollar US Ad Campaign Launched

Trump's Tariff Threat - Ontario's Bold Response

“For generations, this ally to the North has been by your side, Ontario, Canada, a partner connected by shared history...”

Ontario launches a multi-million dollar US ad campaign to counter Trump's tariff threat on Canadian goods. Learn more about this bold move.

In response to Donald Trump's threat to impose tariffs on Canadian goods, Ontario has launched a multi-million-dollar advertising campaign in the United States. The campaign aims to position Ontario as a northern ally, emphasizing the importance of the province's trade relationship with the US. This move comes after President-elect Trump announced plans to impose a 25% tariff on all Canadian and Mexican imports unless both countries strengthen their border security with the US.

Ontario Premier Doug Ford has strongly condemned the tariff threat, likening it to “a family member stabbing you right in the heart.” The province plays a crucial role in Canada's automotive industry, which is deeply integrated with the US. In 2023, trade between Ontario and the US surpassed C$493 billion (approximately $350 billion). The tariff would have severe implications for the province's economy.

As part of the advertising campaign, a 60-second advertisement premiered on Monday, December 2. The ad will run throughout the holiday season in the US, during National Football League (NFL) games, and at airports in Washington, D.C. It will also appear on billboards and digitally on the Fox Sports app in key US states.

The advertisement, part of Ontario's multi-million-dollar campaign, begins with a poignant message: “For generations, this ally to the North has been by your side, Ontario, Canada, a partner connected by shared history, shared values and a shared vision for what we can achieve together.” This opening sets the tone for the rest of the ad, which highlights the strong bond between Ontario and the United States.

The commercial emphasizes Ontario's significance as a trading partner, noting that the province, with a population of 16 million, is the US's third-largest trading partner and the top export destination for 17 states. Provincial Trade Minister Vic Fedeli discussed the ad's potential reach with Global News on Monday, stating, “The commercial is expected to reach 100 million viewers, with even more watching during Monday Night Football.” Ontario officials clarified that the ad campaign has been in development for months and is part of a broader outreach effort to US lawmakers.

Donald Trump's threat to impose tariffs on Canadian goods has sparked widespread concern in Canada, with experts warning of severe consequences for American industries, including automotive manufacturers, farmers, and food packagers. These industries are deeply integrated with their Canadian counterparts, and tariffs would disrupt supply chains and impact jobs on both sides of the border.

The stakes are high, as Mexico, China, and Canada together account for more than a third of the goods and services traded by the US, supporting tens of millions of American jobs. The Canadian Chamber of Commerce has released a report highlighting the mutually beneficial trade relationship between Canada and the US, and warning of the severe economic consequences of enacting protectionist policies.

While it remains uncertain whether the new administration will implement the tariffs, analysts suggest Trump may be using the threat as a negotiating tactic. In an effort to avert the tariffs, Prime Minister Justin Trudeau met with Trump at the president-elect's Mar-a-Lago resort on November 29. Both leaders described the meeting as productive, with Trump calling it “a very productive meeting” and Trudeau labeling it an ”excellent conversation.”