‘Most politely aggressive Super Bowl ad': Ontario takes aim at deteriorating U.S. relationship with powerful, pointed commercial
American and Canadian viewers of the Super Bowl LIX can't wrap their heads around the fact that the province of Ontario ran a U.S.-targeted ad spot during one of the most highly viewed gaming events of the year.
Sports fanatics glued to their screens Sunday night across North America could not help but applaud Ontario's subtle message to the U.S., with a "Your ally to the North" advertisement, which many feel is a reminder of Canada's contributions to the American economy in the wake of increasing risks of a trade war waged by U.S. President Donald Trump.
The ad runs visuals showing Ontarians and Americans across industries at work against a background narration emphasizing the importance of the Canadian province as a trading partner to the U.S. The ad also showcased Toronto's famous skyline, including the CN Tower.
"Ontario is your third largest trading partner and the number one export destination for 17 states. Our long-standing partnership keeps millions of Americans working," said the narrator in Ontario's Super Bowl ad.
#BREAKING: An Ontario commercial aired during the Super Bowl, highlighting contributions to the USA. Curious about U.S. 🇨🇦🇺🇸pic.twitter.com/jjgFFuzbxg
— Made In Canada (@MadelnCanada) February 10, 2025
Ontario Canada Super Bowl Ad - Canada wants to remind us that we are good trading neighbors #SuperBowl #SuperBowlLIX pic.twitter.com/rnSMOOJv4N
— Moonlight ❤️🇺🇸 (@SamanthaStarsh3) February 10, 2025
Viewers online are already questioning how much the ad cost, and who among the U.S. audience saw the clip. Judging by the overall reactions shared on social media, it's safe to say Ontario's efforts were positively recognized and lauded not just by Canadians but also Americans.
While some found the Ontario "PR commercial" funny, others saw the messaging as the province's "chance to speak to a majority of Americans."
omfg Ontario has a PR commercial during the Super Bowl 💀💀💀this is so goddamn funny
— Brad Pearce (@WaywardRabbler) February 10, 2025
I'd like to applaud the person(s) behind the Ontario Super Bowl commercial. You saw your chance to speak to a majority of Americans, and you took it. Explained how much the United States relies not just on Ontario, but on Canada to continue life as we know it. Well done 👏🏻👏🏻🇨🇦
— Kaitlin 👑 (@omgkaitlindub) February 10, 2025
ONTARIO CANADA RUNNING AN AD RIGHT BEFORE THE SUPERBOWL HALFTIME IS FUCKING HILARIOUS
— Dr. Raven the Science Maven (@ravenscimaven) February 10, 2025
The conversation around the ad took off online, resulting in a hilarious meme fest — something the internet prides itself for delivering on consistently regardless of the nature of the topic being discussed.
And the award for "Most Politely Passive Aggressive Super Bowl Ad" goes to...Ontario. Well played. pic.twitter.com/MuFvLKwVdr
— Mike Reyes (@MrControversy83) February 10, 2025
city of 'ontario, canada' paying for a super bowl ad pic.twitter.com/EhDhkQfceP
— lukiss (@AFCLukiss) February 10, 2025
why is there a super bowl ad for ONTARIO CANADA pic.twitter.com/HwlkqHdv7T
— Devin (@Yappatronix) February 10, 2025
Ontario Canada Super Bowl commercial just told America to keep it cute and civil
— annoyed (@alunarfiregirl) February 10, 2025
Canada buying a Super Bowl ad JUST to remind us that we cool & they don't have any smoke with us is insane 😩 #SuperBowl
— Averi Luther King (@mybriefcaseflyr) February 10, 2025
Great Super Bowl ad by the Ontario gov, first spot after the half time!Super smart decision. @ONgov 🇨🇦 pic.twitter.com/2tpgZqJSg8
— Jerry Jiang (@TheMingjie) February 10, 2025
Wtf. Ontario bought a Super Bowl commercial?That said, nice to see the hometown in the shot! pic.twitter.com/r5hSlyIk1e
— sunny madra (@sundeep) February 10, 2025
Hours before the Super Bowl LIX was underway, U.S. President Donald Trump announced plans to impose a 25% tariff on all steel and aluminium imports, including those from Canada and Mexico, effective Monday.
The Ontario 'your ally to the north' ad playing during the #SuperBowl just hours after Trump announces steel/ aluminum tariffs 😬 pic.twitter.com/R4JaTKSMWo
— Ashleigh Stewart (@Ash_Stewart_) February 10, 2025
Trump's decision marks a departure from previous exemptions granted under the U.S.-Mexico-Canada Agreement. Trump also indicated the introduction of reciprocal tariffs to match duties imposed by other countries, with details expected in the coming days.
The U.S. has maintained tariffs on steel (25%) and aluminium (10%) since 2018 under Section 232 of the 1962 Trade Expansion Act, though some trade partners had negotiated exemptions. The new measures aim to establish tariff reciprocity and address perceived unfair trade advantages.
In a recent interview, Trump emphasized his commitment to these tariffs, highlighting concerns over trade deficits and the need for fair trade practices. He also mentioned the possibility of annexing Canada as the 51st state, citing economic benefits, though this idea has been met with criticism and is unpopular in Canada.
The announcement has significant implications for international trade relations, particularly with neighbouring countries Canada and Mexico, as it challenges existing trade agreements and may lead to retaliatory measures.
Since his election on November 5, 2024, President Donald Trump adopted a confrontational stance toward Canada. He proposed imposing a 25% tariff on all Canadian imports, excluding energy products, which would face a 10% tariff. These tariffs were initially set to take effect at the beginning of February, but were postponed for 30 days following discussions with Canadian Prime Minister Justin Trudeau.
In a recent Super Bowl interview, Trump reiterated his desire to annex Canada as the 51st U.S. state, citing economic benefits and a significant trade deficit. This proposal has been met with widespread criticism and is unpopular among Canadians.
As of now, the tariffs are scheduled to be implemented in early March, unless further negotiations yield a different outcome. The situation remains fluid, with both nations engaging in high-level discussions to address the escalating tensions.
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