The Ontario government will continue airing its contentious anti-tariff television advertisement in the United States through the weekend — including during Games 1 and 2 of the World Series — before pausing the campaign on Monday, Ontario Premier Doug Ford said Friday.
The decision comes after President Donald Trump ordered a suspension of ongoing U.S.-Canada trade negotiations, accusing Ontario of engaging in a “hostile act” by funding what he described as a misleading political attack.
Ford’s move, announced in an October 24 statement, represents a calculated attempt to de-escalate tensions while defending Ontario’s message promoting free trade and opposing Trump’s protectionist tariff policies.
“Ontario believes in strong trade relationships and fair treatment for our workers and businesses,” Ford said. “We’ll pause the ad on Monday so trade talks can resume — but Ontarians will stand up for free trade and fairness.”
A commercial that crossed borders
The ad in question, produced by the Ontario Ministry of Economic Development, features archival audio of former U.S. President Ronald Reagan denouncing tariffs as “destructive” to both sides of a border. The commercial’s tagline — “Free trade made us neighbors; tariffs divide us” — was designed to remind Americans of the shared prosperity between the two nations under the U.S.-Mexico-Canada Agreement (USMCA).
The province spent roughly C$75 million (US$53.6 million) to air the ad across major U.S. television networks, including Fox, ESPN, and CBS, targeting audiences in industrial states such as Michigan, Ohio, and Pennsylvania — regions central to Trump’s political base.
However, Trump reacted angrily last week, calling the campaign a “hostile act” and announcing an additional 10% tariff on Canadian imports. The president also accused Ontario’s government of “misrepresenting the facts” and attempting to influence public opinion in the United States.
“Because of their serious misrepresentation of the facts, and hostile act, I am increasing the Tariff on Canada by 10%,” Trump wrote in a Truth Social post on October 19.
The White House later confirmed that Trump viewed the ad as a personal and political provocation, particularly its use of Reagan’s voice and imagery — a Republican icon whose free-trade rhetoric contrasts sharply with Trump’s economic nationalism.
The World Series window
Despite Trump’s backlash, Ford said the commercial will remain on the air during World Series Games 1 and 2, scheduled for Friday, October 24, and Saturday, October 25, citing the province’s existing advertising commitments and contractual obligations with U.S. broadcasters.
After the weekend, however, Ford said the ad will be suspended to allow Prime Minister Mark Carney’s federal government to resume trade discussions with Washington.
“I’ve spoken directly with the prime minister,” Ford said in his statement. “We agree that it’s time to lower the temperature, focus on what unites us, and get back to the table to protect Canadian jobs.”
Canadian federal officials, including Trade Minister Dominic LeBlanc, welcomed Ontario’s decision to pause the campaign, calling it “a constructive step toward rebuilding trust.”
Escalating trade tensions
Trump’s decision to impose new tariffs has sent shockwaves through North America’s already fragile trade environment. Canada currently faces a base tariff rate of 35% on certain goods, but much of its trade remains exempt under USMCA. The new 10% increase — if applied broadly — could affect steel, aluminum, and automobile sectors already under strain.
Economists warn that the escalation could further disrupt North America’s $900 billion annual trade relationship, particularly supply chains linking Ontario’s manufacturing industry with the U.S. Midwest.
Candace Laing, chair of the Canadian Chamber of Commerce, criticized the U.S. move as “economically self-defeating,” warning that “tariffs at any level remain a tax on American competitiveness first, and North American prosperity second.”
Ford walks a fine line
Ford’s decision to both defend the ad’s message and pause its broadcast underscores the political tightrope Ontario is walking. As the largest subnational trading partner with the United States, Ontario’s economy is deeply intertwined with cross-border commerce, especially in automotive manufacturing, energy, and agriculture.
In Canada, Ford has faced both praise and criticism. Supporters view the campaign as a bold assertion of provincial interests, while critics accuse him of overstepping into federal diplomatic territory.
“Doug Ford is playing high-stakes economic diplomacy,” said Janice MacKinnon, a former Saskatchewan finance minister and political analyst. “He’s trying to show strength at home without undermining national trade strategy — but it’s a delicate balance.”
Ottawa’s cautious response
Prime Minister Mark Carney, who has sought to maintain a working relationship with Trump during his second term, initially expressed disappointment with the ad but avoided direct criticism of Ford.
“Canada remains ready to resume discussions when the Americans are prepared,” Carney said earlier this week. “Progress was being made on issues related to steel, aluminum, and energy before talks were paused.”
Carney’s government had been negotiating a phased reduction of tariffs imposed during Trump’s first term, including easing restrictions on steel and aluminum imports. Those discussions are now frozen until at least early November.
U.S. reaction and next steps
At the White House, press secretary Karoline Leavitt said on Friday that the president “takes note” of Ford’s decision but that “further steps” will be necessary before trade negotiations resume.
“The president’s position remains clear: the United States expects respect, not ridicule, from its trading partners,” Leavitt said. “Actions have consequences.”
Still, several U.S. lawmakers, including moderate Republicans, have called for restraint. Senator Susan Collins (R-Maine) said that “both countries should step back from the brink” and emphasized that “the U.S.-Canada relationship has endured worse storms.”
A pause, not an end
Ontario’s decision to temporarily halt the ad campaign is being interpreted as a diplomatic “cooling-off period” rather than a full retreat. Ford’s spokesperson said the province remains committed to promoting free trade and may revisit the campaign later “if circumstances change.”
Trade analysts say the coming weeks will be crucial to determining whether the move can reopen dialogue or if tensions will escalate further ahead of the November 5 Supreme Court hearing on Trump’s tariff authority — a case that could reshape the president’s trade powers for the rest of his term.
For now, Ontario appears focused on preventing an all-out trade war while reaffirming its message of economic partnership.
“Ontario will always stand up for jobs, for families, and for free trade,” Ford said. “That’s who we are — and that’s how we’ll keep moving forward.”
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