SYRACUSE (TNS) — Canadian officials are targeting American tariffs in a new ad campaign featuring a surprising voice.

CBC reports Ontario is spending $75 million on commercials aimed at Republican voters in the U.S. The spots began airing on Newsmax and Bloomberg last week, and are now being shown on Fox News, Fox Sports, NBC, CBS, CNBC, ESPN and ABC, as well as local affiliates and stations run by Comcast, Spectrum and Sinclair Broadcast Group.

“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,” the voice says as scenes of families and workers are shown.

At the end of the ad, the voice is revealed to be former President Ronald Reagan, speaking on April 25, 1987, against “protectionist legislation” and in favor of “fair and free competition.”

“America’s jobs and growth are at stake,” Reagan said.

Ontario Premier Doug Ford, the leader of the province’s Progressive Conservative Party since 2018, told the CBC that Reagan is his favorite American president. He said Reagan’s voice, provided by the Ronald Reagan Presidential Library, will be easily identifiable for Republicans and right-wing viewers.

The ad is expected to run on U.S. TV stations through January. China’s embassy similarly used the same clip on social media to criticize President Donald Trump’s trade war in the spring.

Politico reports the message comes from a radio address by Reagan to justify 100% tariffs imposed on Japanese electronics at the time. However, the conservative icon also warned against using taxes on imports in the long term, sparking trade wars.

“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,” Reagan said in 1987 (and in the new ad). “Then the worst happens. Markets shrink and collapse. Businesses and industries shut down, and millions of people lose their jobs.”

Trump has imposed widespread tariffs on foreign countries since beginning his second term in the White House in January. Tariffs, which are paid for by domestic importers, have been blamed for businesses closing, layoffs, tourism declining, inflation rising, and higher consumer prices.

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