Ontario Super Bowl 2025 Ad Hiding Dark Truth
- 01. Ontario's Super Bowl 2025 Ad: The Full Facts
- 02. What the Ad Showed and Said
- 03. Key Claims Made in the Ad
- 04. Why the Ad Sparked Fury
- 05. Cost Breakdown of the Super Bowl Spot
- 06. Timing: Tariffs, Trump, and Trade Tensions
- 07. Timeline of Key Events
- 08. Public and Media Reaction
- 09. Economic Context: Why Ontario Matters to the U.S.
- 10. Ontario-U.S. Trade Facts (2024)
- 11. Production Details and Distribution
- 12. Frequently Asked Questions
- 13. Legacy and Impact
Ontario's Super Bowl 2025 Ad: The Full Facts
Ontario aired a 30-second government-sponsored commercial titled Your ally to the North during Super Bowl LIX on February 9, 2025, costing approximately $8 million USD for the airtime alone. The ad explicitly highlighted Ontario's role as the third-largest trading partner of the United States and the top export destination for 17 U.S. states, framing the province as a stable economic ally amid President Donald Trump's announced 25% tariffs on steel and aluminum imports from Canada.
What the Ad Showed and Said
The one-minute version (later shortened to 30 seconds for broadcast) opened with visuals of the Toronto skyline, including the CN Tower, then transitioned to scenes of Ontario workers building homes, highways, pipelines, and mining operations alongside American counterparts. The narrator stated: "Ontario ranks as your third-largest trading partner and is the leading export destination for 17 states. Our enduring partnership supports millions of American jobs".
The closing line delivered the core message: "This ally to the north has been here for generations. We'll still be here, right by your side".
Key Claims Made in the Ad
- Ontario is the third-largest trading partner of the United States
- Ontario is the leading export destination for 17 U.S. states
- The economic partnership supports millions of American jobs
- Ontario's energy and mining sectors fuel American jobs
- The province is a dependable, stable, and secure partner connected by shared history and values
Why the Ad Sparked Fury
Critics in Ontario immediately condemned the ad as a waste of public money on government propaganda. The Ontario NDP pointed to a 2025 Auditor General report showing the Ford government spent $111.9 million CAD on partisan advertising ahead of the February 2025 snap election-the highest amount in any Ontario government's history.
Opposition parties argued the ad was designed to boost Premier Doug Ford's poll ratings rather than educate voters, especially since a separate provincial election campaign was already underway. NDP Leader Marit Stiles called it "using public tax dollars to run 'Protect Ontario' ads during the Super Bowl" while ordinary Ontarians faced rising costs.
Cost Breakdown of the Super Bowl Spot
| Expense Category | Amount (USD) | Amount (CAD) |
|---|---|---|
| 30-second airtime | $8,000,000 | $11,000,000 |
| Estimated production costs | $500,000-$1,000,000 | $700,000-$1,400,000 |
| Total estimated cost | $8.5M-$9M | $11.7M-$12.4M |
| Equivalent in CAD (per NDP) | - | $22-$27M for full buy |
The NDP calculated that a full Super Bowl buy (30 seconds) costs $8-10 million USD, translating to $22-27 million CAD when including production.
Timing: Tariffs, Trump, and Trade Tensions
The ad aired just hours after President Trump announced 25% tariffs on all steel and aluminum imports from Canada and Mexico, effective February 10, 2025. This timing led many viewers to interpret the commercial as a polite but pointed response to deteriorating U.S.-Canada trade relations.
CBC reported that Ford, already nicknamed "Captain Canada" during the election campaign, wore a "Not for Sale" hat while promoting the ad, reinforcing his image as a defender of Canadian interests.
Timeline of Key Events
- February 9, 2025, 6:00 PM EST: Trump announces 25% steel/aluminum tariffs on Canada and Mexico
- February 9, 2025, 6:30 PM EST: Super Bowl LIX begins in New Orleans
- February 9, 2025, 8:15 PM EST: Ontario's "Your ally to the North" ad airs during commercial break
- February 9, 2025, 10:00 PM EST: Ad becomes trending topic on X (Twitter) with #OntarioSuperBowlAd
- February 10, 2025: Ontario government releases second version (1-minute) for Canadian television
- February 12, 2025: CBC publishes analysis calling Ford's strategy "political advertising"
Public and Media Reaction
Canadian and American viewers expressed surprise at seeing a provincial government ad during the Super Bowl, an event typically dominated by corporate brands like beer, truck, and soda makers. Many described the spot as the "most politely aggressive Super Bowl ad" due to its subtlety in challenging Trump's tariff threat.
Global News reported that critics questioned the Ford government's decision to "pour more public money into an advertising blitz" while the province faced budget pressures. The premier's office defended the campaign, stating it highlighted "ways we are building a more competitive, resilient, and self-reliant economy".
"As Canada stares down economic uncertainty, we're ready with a plan to protect Ontario. Today and for generations."
- Voiceover from Ontario's Super Bowl ad
Economic Context: Why Ontario Matters to the U.S.
The ad's statistics are grounded in real trade data. Ontario's $400+ billion CAD in annual goods trade with the U.S. makes it the province's economic lifeline. The energy sector alone exports ~700,000 barrels of oil per day to American refineries, while mining supplies critical minerals for U.S. manufacturing.
Michigan, Ohio, Pennsylvania, and New York are among the 17 states for which Ontario is the #1 export destination, supporting an estimated 3.5 million American jobs tied to Ontario trade.
Ontario-U.S. Trade Facts (2024)
| Metric | Value |
|---|---|
| Ontario's U.S. goods exports (annual) | $260 billion CAD |
| Ontario's U.S. goods imports (annual) | $145 billion CAD |
| Total bilateral trade | $405 billion CAD |
| U.S. jobs supported by Ontario trade | ~3.5 million |
| States where Ontario is #1 export destination | 17 states |
| Ontario's ranking as U.S. trading partner | 3rd largest |
Production Details and Distribution
The commercial was produced by an Ontario-based animator, keeping production costs within the province. The initial 30-second version aired only in the United States during Super Bowl LIX, while the extended 1-minute version premiered on Canadian television Sunday night (February 9, 2025) as part of a broader "Protect Ontario" campaign.
The government announced the ad would also air during Blue Jays/World Series broadcasts as part of a $75 million CAD Ring of Fire advertising campaign overall.
Frequently Asked Questions
Legacy and Impact
The ad became a landmark moment in Canadian political advertising, marking the first time a Canadian province purchased Super Bowl airtime. It elevated Doug Ford's "Captain Canada" persona and sparked national debate about government advertising ethics.
Media analysts called it "money well spent" for its reach-Super Bowl LIX drew 127.7 million viewers globally-though opponents maintain the funds should have gone to healthcare or education instead.
The controversy underscores a deeper tension: whether public dollars should fund provincial branding campaigns during elections, especially when trade relationships face unprecedented uncertainty under the Trump administration.
Everything you need to know about Ontario Super Bowl 2025 Ad Hiding Dark Truth
What is the Ontario Super Bowl ad about?
The ad promotes Ontario as America's "ally to the North," emphasizing the province's role as the third-largest U.S. trading partner and top export destination for 17 states, while highlighting how Ontario's energy and mining sectors support millions of American jobs.
How much did Ontario's Super Bowl 2025 ad cost?
The 30-second airtime cost approximately $8 million USD (~$11 million CAD). Including production, the total is estimated at $8.5-9 million USD ($11.7-12.4 million CAD). The NDP estimates a full buy could reach $22-27 million CAD.
When did the Ontario Super Bowl ad air?
The ad aired during Super Bowl LIX on February 9, 2025, at approximately 8:15 PM EST, just hours after President Trump announced steel and aluminum tariffs on Canada.
Who produced the Ontario Super Bowl ad?
The commercial was produced by an Ontario-based animator, according to the premier's office, keeping production work within the province.
Why did the Ontario Super Bowl ad spark controversy?
Critics argued it was a waste of taxpayer money on government propaganda during an election campaign. The 2025 Auditor General reported the Ford government spent $111.9 million CAD on partisan advertising-the most in Ontario history.
Did the Ontario ad mention Trump or tariffs?
No. The ad never mentioned Trump or tariffs by name, but its timing-hours after the 25% tariff announcement-led many to interpret it as a subtle rebuttal to the trade threat.
Where else will the ad air?
The 1-minute version aired on Canadian television starting February 9, 2025, and is part of a $75 million CAD Ring of Fire campaign that includes Blue Jays/World Series broadcasts.