An advertisement by the Ontario government, which drew the ire of U.S. President Donald Trump, has been deemed successful by experts in political communication, despite not yielding the expected results. The ad, currently airing in the U.S., incorporates audio excerpts criticizing tariffs from a 1987 speech by former U.S. President Ronald Reagan. Trump’s strong reaction to the ad, labeling it as “fake” and halting trade negotiations, suggests its significant impact.
Political communication expert Alex Marland from Acadia University praised the ad’s effectiveness in capturing attention and triggering a response. While the ultimate success of Ontario’s objectives remains uncertain, Marland emphasized the ad’s ability to garner widespread attention. Premier Doug Ford announced the campaign’s conclusion, highlighting its achievement in reaching high-level U.S. audiences, and plans to conclude it on Monday after airing during the first two World Series games.
Notably, the Ronald Reagan Presidential Foundation and Institute criticized the ad for its alleged selective use of audio and video material of the late president, hinting at potential legal action. However, Marland emphasized that political ad regulations have evolved, expressing confidence in the ad’s compliance with legal standards. Associate professor Jacob Neiheisal from the University at Buffalo echoed this sentiment, noting the limited legal recourse for misleading or false political speech.
Although the ad is expected to grab attention in the U.S., it may not sway Trump-supporting Republicans and could trigger a negative reaction by appearing as interference in American affairs. Strategic communications expert Elly Alboim from Earnscliffe Strategies emphasized the importance of audience reach in determining the ad’s effectiveness, questioning its potential for clear understanding and actionable impact.
Alboim also defended the ad’s use of Reagan’s public domain speech clips, akin to journalistic practices, and pondered the specific trigger that led Trump to halt negotiations in response to the decades-old footage. The ad’s ability to provoke such a strong reaction from the U.S. president remains a point of intrigue and speculation within the political sphere.
