Back in 1987, President Ronald Reagan made a televised speech defending the principles of free trade, and slamming tariffs as a misguided policy that drives up prices and ultimately hurt American businesses, workers, and consumers.
Now a Canadian ad campaign aimed at Americans is using that speech to remind Republican voters that Reagan’s views are still relevant.
“High tariffs inevitably lead to retaliation by foreign countries and the triggering of fierce trade wars,” Reagan said. “Then the worst happens: Markets shrink and collapse, businesses and industries shut down, and millions of people lose their jobs.”
The ad began airing this week on Newsmax and Bloomberg, and will expand to Fox News, Fox Sports, NBC, CBS, CNBC, ESPN, and ABC.
Ontario Premier Doug Ford said on Tuesday during a speech “I’m a big Ronald Reagan fan . . . We’re going to launch a $75 million ad, and we’re going to repeat that message to every Republican district there is, right across the entire country.”
This work follows a December ad campaign that focused on the negative impact of tariffs on trade.
According to a September report from the Financial Accountability Office of Ontario, the province’s real GDP growth is projected to slow to 0.9% this year and 1.0% next year due to the impact of U.S. tariffs.
It comes at an awkward time, as automaker Stellantis announced a change in plans, moving production of its Jeep Compass model from Ontario to Illinois. The federal Canadian government is threatening to sue to company over the decision.
This isn’t the first time advertising from the north has been aimed at Americans. In December, the Ontario government ran ads on Fox News and during NFL games to remind U.S. viewers that the Canadian province is America’s third biggest trade partner, and the main export buyer for 17 states. And in July, Quebec ran a series of tourism ads to encourage Americans to keep visiting despite Trump threatening Canadian sovereignty.
The new Reagan spot is a soft sell, using Americans’ own words to try and persuade them of a different tack on tariffs. But that gentler, more polite (dare I say Canadian) approach may not last long. Since President Trump started pontificating about a 51st State, Canadians have reacted strongly by boycotting American goods and traveling south significantly less. The “Elbows Up” sentiment drove down U.S. travel in July by more than 30%—the seventh consecutive month of declines over 2024—and are buying more Canadian-made goods.
On Wednesday, Ontario premier Doug Ford blamed President Trump and his tariffs for the Stellantis decision. “That guy, President Trump, he’s a real piece of work,” Ford said. “I’m sick and tired of rolling over. We need to fight back.”
