Ontario Premier Doug Ford at Queen's Park in Toronto on Monday. He called his government's anti-tariff ad ‘the most successful ad in the history of North America.’Nathan Denette/The Canadian Press
Ontario Premier Doug Ford says Prime Minister Mark Carney previewed the TV advertisement that prompted U.S. President Donald Trump to scrap trade talks with Canada and threaten higher tariffs.
Mr. Ford also said he chose to continue running the ads even after the United States cut off negotiations.
He pulled the ad off the air on Monday, after it ran over the weekend during the first two games of the World Series. He said he chose to run the ad to achieve a “good impact” with American audiences and help secure a fair trade deal for Ontario, “not a one-sided Donald Trump deal.”
Explainer: What you need to know about Ontario’s anti-tariff ad
The Globe and Mail previously reported that the advertising buy was already locked in with networks for the weekend, citing a source with knowledge of the campaign.
Mr. Ford said the ad, which features pro-free-trade remarks by former U.S. president Ronald Reagan, was viewed more than one billion times and achieved its goal of spreading an anti-tariff message to Americans. His office later said the ad garnered an estimated 11.4 billion impressions over the past week, through earned media such as news coverage and social media.
“It was the most successful ad in the history of North America, not just here,” Mr. Ford told Question Period at Queen’s Park.
Speaking to reporters, the Ontario Premier said Mr. Carney and the Prime Minister’s chief of staff, Marc-André Blanchard, saw the ad before its public release.
The Ontario government released this TV ad that uses a recording of Ronald Reagan to argue against tariffs.
Government of Ontario
“They both saw it, and we moved forward on it,” Mr. Ford said, adding that Mr. Carney has not asked him to cease his vocal opposition to the Trump administration. When asked if the Prime Minister liked the ad, Mr. Ford said he would not discuss “personal conversations.”
“He knew they were going out there,” Mr. Ford said.
The Prime Minister’s Office did not respond to a request for comment on Monday. A senior government source told The Globe the federal government was not involved in the production or distribution of the ad. The Globe is not identifying the source as they are not authorized to speak publicly about internal discussions.
Mr. Carney and Mr. Trump are currently in Asia, where they will be attending the Asia-Pacific Economic Cooperation Forum in South Korea this week. However, Mr. Trump said earlier Monday he won’t be meeting with Mr. Carney for some time as a result of the ads.
The U.S. President also said he would impose an additional 10-per-cent tariff on Canadian goods, but Mr. Ford said he doesn’t believe tariffs are going up.
The Ontario Premier said Monday he’s concerned that the auto industry is getting sidelined in negotiations with the Americans.
“I’m going to fight for the auto workers, the steelworkers, the manufacturing and life-science sector – all these sectors that President Trump wants to annihilate.”
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Mr. Ford said the ad campaign, budgeted at $75-million, would cost just a fraction of that, but did not elaborate. He also appeared on U.S. news networks throughout Monday.
In a late-night social-media tirade last week, Mr. Trump denounced the ad, falsely accused it of being a “fraud” and announced an immediate end to trade talks with Canada.
Mr. Carney said Monday that trade talks stopped after the ad appeared.
Mr. Ford cast doubt, however, on why talks have stalled, suggesting Mr. Trump had used the commercial as an excuse.
“President Trump is not putting a deal together to benefit Canada. It’s our job, it’s the Prime Minister’s job, to get a deal that benefits all of Canada,” he said, adding that most premiers support his approach.
Alberta Premier Danielle Smith, however, said diplomacy is the best course of action in negotiations, and she’s pleased Ontario suspended its campaign. She told reporters Monday that the problem started when the Ronald Reagan Presidential Foundation weighed in and “said that the context of that ad was incomplete.”
The foundation complained about the advertisement, calling it “fake.” The ad quotes from an address in which Mr. Reagan explained why tariffs are bad for the U.S. and hurt free trade. It is edited and certain passages are presented out of order.
Ms. Smith said she was encouraged by Mr. Carney’s recent visit to the White House where it appeared a deal was within reach, including possibly on an energy pipeline.
Ontario Premier Doug Ford defended his government's ad campaign that led U.S. President Donald Trump to end trade talks.
The Canadian Press
“I was very supportive of the Prime Minister’s efforts in that regard. And I’m sad to see we’re back at square zero,” she said.
Asked about Ms. Smith’s comments on pausing the ad, Mr. Ford explained that Americans need her province’s top commodity, oil, and “she’s going to be fine.”
“Ontario won’t be fine if we sign a lousy deal,” he said.
B.C. Premier David Eby said he “unambiguously” supports Mr. Ford’s ad campaign and still plans to run his own U.S. ads promoting the forestry industry.
Carney tries to reassure Canadians after Trump threatens 10% tariff hike
“It is absolutely essential that we talk to Americans about the implications of tariffs,” he said.
Manitoba Premier Wab Kinew told reporters in Winnipeg on Monday that he thought the ad reached the intended audience, including Republicans.
“I think it’s good that President Trump has to squirm,” Mr. Kinew said, adding that he didn’t think a deal with the U.S. was imminent.
Former US ambassador to Canada, Kelly Craft, criticized Mr. Ford and Mr. Eby for riling up Mr. Trump.
“If you try to beat President Trump up the escalation ladder. You lose,” she said.
Ontario Liberal MPP John Fraser accused Mr. Ford of running an ad campaign that botched trade talks in an attempt to “make him look good” and lay groundwork for a future leap to federal politics.
With files from Robert Fife in Ottawa