Ottawa launches anti-tariff ad campaign across 12 red states, plus a patriotic TV spot at home

Canada is making a bold move to sway American public opinion against U.S. tariffs with a strategic ad campaign targeting key Republican-voting states. Foreign Affairs Minister Mélanie Joly revealed on CNN that Canada has launched digital billboard ads in 12 red states that voted for President Donald Trump, including Florida, Nevada, Georgia, New Hampshire, Michigan, and Ohio. The message behind the ads is clear: there are no winners in a trade war, and job losses will affect both sides of the border.

In addition to the digital billboard campaign, the Canadian government has also rolled out a television ad featuring renowned personalities like Rick Mercer and Remi-Pierre Paquin, with music by Vancouver rock duo Japandroids. The ad showcases the diversity and resilience of Canada, highlighting key moments in Canadian history and emphasizing the country’s unique identity and values. The message is clear: Canada is more than just a place on a map; it is a nation built on empathy, unity, and freedom.

The timing of the ad campaign is crucial, as Prime Minister Mark Carney is expected to dissolve Parliament and call for a federal election soon. The government’s initiative aims to pressure American lawmakers to reconsider the tariffs on steel and aluminum and prevent further tariffs scheduled for April 2. Despite previous efforts to increase border security and prevent tariff threats, it is evident that diplomatic efforts have not yielded the desired results.

In response to President Trump’s recent controversial remarks about Canada, Minister Joly emphasized the strong bond between the two countries, calling Americans and Canadians best friends, neighbors, and allies. She denounced the rhetoric coming from the White House as absurd and hinted at exploring trade and defense partnerships with European allies.

Canada has already retaliated with a 25% tariff on nearly $60 billion worth of U.S. goods and is prepared to implement further counter-tariffs if necessary. Minister Joly has been in communication with U.S. Secretary of State Marco Rubio to address the escalating trade tensions and find a resolution that benefits both nations.

As Canada continues to navigate the complexities of international trade relations, the ad campaign serves as a powerful tool to engage American citizens and lawmakers in a constructive dialogue. By highlighting the shared values and history between Canada and the U.S., the campaign aims to foster understanding and cooperation in the face of economic challenges.