
Even though I’ve been out of advertising wars for 20 years, the old wounds still ache.
Most of them were caused by clients always wanting to cut their advertising budgets. You see, deep down they weren’t sure advertising works.
I’d join the battles with the abandon of someone watching his pension fund shrink before his very eyes. However, my armour-piercing persuasion powers seldom made a dent.
Yes, some brands, notably cosmetics and soft drinks, live or die by advertising. But chaps running most of the others have primal doubts, and agencies find it hard to make them change their mind. Hence, when a company isn’t doing well, advertising falls first victim to budget cuts.
That’s why my colleagues today should pin Donald Trump’s photo to the notice board and genuflect before it every morning. For the Donald proved in one fell swoop that advertising packs so much punch that a single ad can change the foreign policy of a major country.
The ad in question was sponsored by the government of Ontario, Canada’s biggest province and one that does more trade with the US than any other. Consequently, Ontario was hit hard by Trump’s imposing 35 per cent tariffs on many Canadian imports, as well as additional levies for some industries, such as steel and car manufacturing.
In response, Ontario ran a 60-second commercial showing changing images, including the New York Stock Exchange, cranes flying US and Canadian flags and Americans going about their various jobs. The voiceover was provided by excerpts from Ronald Reagan’s 1987 radio address on foreign trade.
“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,” says Reagan off-camera.
“But over the long run, such trade barriers hurt every American, worker and consumer. High tariffs inevitably lead to retaliation by foreign countries and the triggering of fierce trade wars… Markets shrink and collapse, businesses and industries shut down and millions of people lose their jobs.”
Canada’s PM Mark Carney needed that commercial like the proverbial hole in the head. Ever since Trump introduced the tariffs, Carney has been playing the supplicant, begging the president to reconsider.
Even though he is relatively new to politics, the Canadian found the right tone for dealing with the US president. He spotted the key difference between Trump and the Pope: with the latter you only have to kiss his ring.
Applying osculation to appropriate places, Carney has had some success. Notably, Trump seems to have abandoned his plan to annex Canada and turn her into the 51st American state. Nowadays he only mentions that possibility for humorous effect, even though his Canadian counterparts fail to laugh.
And just as that advertising bomb exploded, Carney was in the middle of trade negotiations, with the health of Canada’s economy hingeing on the outcome. Alas, the PM and anyone who had ever followed Trump’s career knew exactly how he’d react.
The Donald sees global politics in terms of personal relationships, meaning he responds positively only to those who offer what I call gluteal obeisance. He sees any disagreement or criticism, however mild, as a sign of disrespect, and that’s not something Don Trump can ever countenance. You let one opponent get away with it, and you’re dog meat – he learned that when building Atlantic City casinos for you know whom.
Running that offensive ad was worse than any old disrespect. Implicitly, Trump was being compared unfavourably to another US president, one venerated by American conservatives. This though everyone knows – or SHOULD KNOW!!! – that the Donald is not only the greatest president America has ever been blessed with, but the greatest political leader of any country in history.
That’s why his response on Truth Social was especially abundant in capital letters: “TARIFFS ARE VERY IMPORTANT TO THE NATIONAL SECURITY, AND ECONOMY, OF THE U.S.A. Based on their egregious behavior, ALL TRADE NEGOTIATIONS WITH CANADA ARE HEREBY TERMINATED.”
Personally, I miss exclamation points, another essential feature of Trump’s orthography. But the message is clear enough: no one disses the Donald and gets away with it.
All this is par for the course, but what I found baffling was the reaction of The Ronald Reagan Foundation, an outfit charged with preserving the late president’s legacy. The Foundation rebuked the Ontario government for releasing an ad that uses “selective” material to “misrepresent” Reagan’s address.
Now, the address in question lasted over five minutes, making it impossible to avoid selectivity when using it in a 60-second spot. Yet, having listened to that address, I can assure you that no misrepresentation is in evidence.
Reagan was explaining his decision to impose duties on some Japanese imports. The measure was retaliation for Japan’s doing the same to US imports, which ran contrary to the trade agreement between the two countries.
That step was one Reagan was “loath to take”: relying on protectionism went against the grain of his commitment to free trade. However, as he said in the address, “our commitment to free trade is also a commitment to fair trade”. America expects her trading partners to keep their end of the bargain, and will only consider trade barriers in response to flagrant violations.
Other than that, Reagan reiterated his unwavering belief that trade duties ultimately hurt the nation imposing them, not just the one on the receiving end. This happens to be the ABC of conservative (aka classic liberal) economics, which primer must have escaped Trump’s attention.
As he said recently, “Tariff is the most beautiful word in the dictionary”. This notion isn’t new to the US president. He first stated his aesthetic appreciation of trade barriers back in the 1980s, when he first began to enlarge on such subjects in public.
The Ontario commercial simply uses Reagan’s words to remind Americans of the long-term damage a trade war can cause to their prosperity. Rather than misrepresenting the former president, the ad encapsulates his core belief based on the works of Adam Smith, David Ricardo, Milton Friedman, George Gilder and every other liberal-conservative economist on record.
Yet I can see today’s admen rubbing their hands with glee. Next time a client questions the power of advertising, they can cite this incident to great effect. Look, Mr Client, they’ll be saying, how a single 60-second spot can change the foreign policy of a superpower. Just imagine what we could do for your sales with, say, six or seven of those.
QED. Where do I sign, says the client, reaching for his Mont Blanc pen.








