In a move that has reverberated across North American political and economic circles, Ontario’s government unleashed a controversial television ad campaign targeting U.S. tariffs—right as the Toronto Blue Jays faced off against the Los Angeles Dodgers in the 2025 World Series. The ad, which uses edited audio from a 1987 speech by former President Ronald Reagan, has drawn the ire of U.S. President Donald Trump and led to a dramatic, if temporary, halt in trade negotiations between the two nations.
Ontario Premier Doug Ford, often dubbed “Captain Canada” for his headline-grabbing stunts that have repeatedly vexed President Trump, announced on October 24 that the ad would air during the first two games of the World Series, October 24 and 25. The campaign, which began airing nationally in the U.S. at least as early as October 20, had already reached millions, including the 15.03 million viewers who tuned in for Game 7 of the American League Championship Series, according to reporting by The New York Times.
The ad itself is a pointed critique of Trump’s trade policy, featuring Reagan’s warning: “When someone says, ‘Let’s impose tariffs on foreign imports,’ it looks like they’re doing the patriotic thing by protecting American products and jobs, and sometimes for a short while it works, but only for a short time.” Reagan’s words continue: “But over the long run, such trade barriers hurt every American worker and consumer. Then the worst happens, markets shrink and collapse, businesses and industries shut down, and millions of people lose their jobs.”
Ford defended the ad’s intent, stating in a post on X, “Our intention was always to initiate a conversation about the kind of economy that Americans want to build and the impact of tariffs on workers and businesses. We’ve achieved our goal, having reached U.S. audiences at the highest levels.” He added, “I’ve directed my team to keep putting our message in front of Americans over the weekend so that we can air our commercial during the first two World Series games.”
But the campaign didn’t sit well with everyone. President Trump, responding late Thursday night, blasted the ad as “fraudulent” and announced, “ALL TRADE NEGOTIATIONS WITH CANADA ARE HEREBY TERMINATED.” Trump accused Canada’s government—despite its lack of direct involvement—of “egregious behavior” intended to “interfere with the decision of the U.S. Supreme Court, and other courts” on tariffs. The Supreme Court is set to hear arguments next month in a case challenging many of Trump’s tariffs.
The Ronald Reagan Presidential Foundation and Institute also weighed in, calling the ad “misleading.” In a statement, the foundation said, “The ad misrepresents the presidential radio address, and the Government of Ontario did not seek nor receive permission to use and edit the remarks.” Nevertheless, Ford doubled down, posting the full Reagan radio address online to counter claims that the ad was deceptive. “Canada and the United States are friends, neighbors and allies. President Ronald Reagan knew that we are stronger together,” Ford wrote.
After discussions with Canadian Prime Minister Mark Carney—a former banker known for his measured approach—Ford agreed to pause the campaign on Monday, October 27, to allow trade talks to resume. “Our intention was always to initiate a conversation,” Ford reiterated, but he acknowledged that “following discussions with Canadian Prime Minister Mark Carney, it was decided that Ontario will pause its U.S. advertising campaign effective Monday so that trade talks can resume.”
Carney, speaking to reporters from Ottawa before departing for the Association of Southeast Asian Nations summit in Kuala Lumpur, said that American and Canadian officials had been engaged in “detailed, constructive” talks over tariffs on steel, aluminum, and energy. “We stand ready to pick up on those discussions when the Americans are ready,” Carney said, emphasizing, “For months we have stressed the importance of distinguishing things we can control and things we can’t control. We can’t control the trade policy of the United States.”
The ad campaign’s timing couldn’t have been more strategic—or more provocative. With the Blue Jays’ first World Series appearance since 1993, Canadian interests were already center stage for millions of baseball fans. By leveraging this audience, Ontario ensured that its message would reach not only policymakers but also ordinary Americans, many of whom are affected by the ongoing trade dispute.
Trump’s tariffs, which have hit Canadian goods not covered by the U.S.-Mexico-Canada Agreement (USMCA)—notably autos, steel, aluminum, and lumber—have taken a toll on Ontario’s economy. The impact has been especially acute in the province’s auto sector. Stellantis, the automaker, recently announced that it would shift production of a new Jeep model from a retooled but idle factory in Brampton, Ontario, to Illinois, leaving the fate of 3,000 workers uncertain. General Motors, too, has ended production of its electric van in Ontario, resulting in the loss of about 1,200 jobs.
According to Oxford Economics, the Canadian economy is now “teetering on the brink of recession,” a situation exacerbated by persistent trade policy uncertainty and the weight of tariffs. The research group’s analysts, however, hold out hope that USMCA treaty renegotiations expected in 2026 could result in the removal of most tariffs and a brighter economic outlook for both countries.
Ontario’s Ford has not shied away from retaliatory measures of his own. In the past, he removed American liquor from the shelves of the province’s government-run stores—a significant move, given Ontario’s status as one of the world’s largest buyers of American alcohol. He’s also threatened to cut electricity exports to New England in an effort to pressure the U.S. administration.
Despite the high drama, Ford insists his actions are about protecting Ontario’s workers, businesses, and families. “Voters elected me to protect Ontario’s workers, businesses, families and communities,” he said, underscoring the stakes for his province, which is both Canada’s most populous and its economic engine.
Meanwhile, Carney has worked to avoid escalating the trade spat, even dropping some retaliatory tariffs imposed by former Prime Minister Justin Trudeau. Talks between the U.S. and Canada had continued after Carney’s meeting with Trump in the Oval Office on October 7, but the ad campaign brought those negotiations to a temporary standstill.
As the World Series continues, the ad’s impact lingers. For now, Ontario has paused its campaign, but the underlying issues—tariffs, job losses, and cross-border tensions—remain unresolved. Both nations are watching closely as the next round of talks looms, and the stakes for workers, businesses, and consumers on both sides of the border could hardly be higher.
With the Blue Jays’ World Series run ensuring Canada stays top of mind for American audiences, the ad campaign may have already achieved its goal: putting the cost of tariffs, and the future of North American trade, squarely in the public eye.
