Canadian Super Bowl ad taking jab at US considered "money well spent"
Super Bowl commercials are among the most coveted ad spaces on the planet, attracting some 100 million sets of eyeballs and serving as an eagerly anticipated part of the annual sports event in their own right.
The advertisements are often as talked about as the halftime show and the big game itself, showcasing the best creative work from some of the most recognizable brands — which is why so many viewers were surprised to see a video from the Province of Ontario airing during Super Bowl LIX over the weekend.
Calling the province an “ally to the north” that has been by America’s side for generations, the promotion — which for some reason has to clarify that it is “Ontario, Canada,” being talked about here — reiterates what a dependable, stable and secure partner we have been to our American neighbours, “connected by shared history, shared values, and a shared vision for what we can achieve together.”
It goes into detail about the value we provide to the U.S. economy, including from our energy and mining sectors, touting how “our long-standing economic partnership keeps millions of Americans working.”
#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
Even if the earnest appeal felt painfully Canadian with its imploring, deferential tone, many are applauding it online, calling the hit “money well spent,” despite the high price tag, and “the politest f*** you to Trump.”
The general consensus seems to be that it was a hilarious and clever move by the provincial government as the threat of debilitating tariffs still looms.
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
While the original spate of levies on Canadian goods that Donald Trump vowed to put into effect last week was successfully delayed, the US President announced that he plans to slap 25% tariffs on all imported steel and aluminum starting Monday.
With this and ongoing talks of Canada becoming the 51st state at top of mind, the principle of the clip seemed to make a lot of Canadians proud, even if they didn’t see it firsthand, airing on American networks as it did.
That is so Canadian I’m so proud ❤️ 🇨🇦
— Michael Brown (supermathie@mathstodon.xyz) (@Supermathie) February 10, 2025
Those watching the Super Bowl from north of the border on Sunday got their own duo of targeted political ads from the Ontario Liberal and PC parties ahead of this month’s snap election.