Let’s face it, this constant back-and-forth with tariffs between Canada and the US is starting to feel a bit like a bad reality show. One day, it’s lumber and steel. Then it’s oil. It’s a dizzying dance of economic jabs and counter-punches which is all a bit pointless.
Remember the great toilet paper panic of 2020…? Everyone was scrambling, stockpiling, and creating a temporary shortage. The shelves were bare, anxiety was high, and for what? Nobody knew where to put all that toilet paper (while it was neatly rolled-up that is), eventually the supply chain caught up and things returned to normal.
Well that’s exactly what these tit-for-tat tariffs feel like. A frantic, short-sighted scramble that ultimately solves nothing. Politics aside, we’re exhausting ourselves with worry and ‘what-if’ scenarios, creating unnecessary friction, and for what? A fleeting sense of ‘winning’?
And while we’re on the subject of seemingly pointless nationalistic displays, can we talk about the booing during national anthems at sporting events? It’s a baffling performative act of dissent that feels more like mindless sheep-like behavior than a genuine expression of political opinion. It’s like booing your best friend because it’s raining.
We’re all focusing on the wrong things. Getting caught up in the noise, the drama, the manufactured political conflict, and losing sight of what truly matters.
Which brings me to advertising.
Are marketers and their agencies now becoming overly concerned with the nationality of their brand partners? – ‘Are they American-owned?’ ‘Are they Canadian-based?’ This focus on geographic affiliation is, in many ways, just as distracting as the tariff debates and anthem booing.
Here’s the truth: The best advertising isn’t born from a flag on a building. It’s born from the talent, creativity, and dedication of the people within. It’s about the ideas that spark, the strategies that resonate, and the results that drive the business.
Instead of fretting about corporate headquarters, marketers should focus on their products and services. And agencies should focus on the work and the impact it creates.
Because until the political circus hires a new set of clowns, we’re stuck with it. But that doesn’t mean we have to start booing our best friends or wringing our hands and working all night because your favourite chocolate bar may or may not have started its life somewhere else.
Let’s leave the tariff tantrums and anthem antics to the politicians. And let’s redirect our energy towards what truly matters: building strong relationships, fostering creative excellence, and driving meaningful results.
In the advertising world, and in the broader context of the US-Canada relationship, that’s where the real victory lies.
Stephan Argent
Stephan Argent is Founder and Principal at Listenmore Inc offering confidential advisory to marketers looking for truly independent insight and advice they can’t find anywhere else. Read more like this on our blog Marketing Unscrewed / follow me @StephanArgent