Ontario has embarked on a multi-million-dollar advertising campaign in the United States, promoting itself as a northern ally in response to Donald Trump’s threat of tariffs on all Canadian goods.
President-elect Trump announced plans to impose a 25% tariff on all Canadian and Mexican imports on his first day in office unless both countries bolster their border security with the US. Ontario Premier Doug Ford likened the tariff threat to “a family member stabbing you right in the heart.”
The province, a key player in Canada’s highly integrated automotive industry, would suffer significantly from such a tariff. In 2023, trade between Ontario and the US exceeded C$493bn ($350bn).
The 60-second advertisement, which debuted on Monday, will air throughout the holiday season in the US, including on Fox News and during National Football League games. It will also be displayed at airports in Washington DC and later on billboards and digitally on the Fox Sports app in key US states.
The ad begins with the 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.”
It highlights that Ontario, home to 16 million people, is the US’s third-largest trading partner and the primary export destination for 17 states.
Provincial Trade Minister Vic Fedeli told Global News on Monday that 100 million viewers are expected to see the commercial, with even more watching during Monday Night Football.
Ontario officials noted that the ad campaign has been in development for months and forms part of an outreach effort to US lawmakers. Trump’s tariff threat has raised concerns in Canada, with experts warning of significant repercussions for American industries, including automotive manufacturers, farmers, and food packagers.
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.
It remains uncertain whether the new administration will implement the tariffs, as analysts suggest Trump may be using the threat as a negotiating tactic. On Friday, Prime Minister Justin Trudeau dined with Trump at the president-elect’s Mar-a-Lago resort in an attempt to avert the hefty tariffs. Trump described the dinner as a “very productive meeting,” while Trudeau called it an “excellent conversation.”
Frances Ibiefo
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