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Unifor to promote GM Mexico boycott with new Super Bowl ad

January 31, 2019 - 12:00 AM

January 31, 2019

TORONTO - Unifor will launch an unforgettable Super Bowl ad on Sunday as part of its campaign calling for consumers to boycott Mexican-made General Motors (GM) vehicles.

“Canadian consumers have the power to choose which products they buy,” said Unifor National President Jerry Dias. “We will do everything we can to show people how to tell GM they will not purchase vehicles made in Mexico from a company that is putting thousands of Canadians out of work.”

The new commercial will be broadcast in both English and French during Sunday’s Super Bowl game.

A second commercial which urges consumers to take an online pledge not to buy GM vehicles made in Mexico will also debut this weekend. It sends a strong message to the automaker that Canadians won’t support GM’s betrayal of local workers. The ad demonstrates how consumers can easily identify where a vehicle is made through the Vehicle Identification Number (VIN).  If it starts with three it is made in Mexico.

Unifor continues to ask Canadians to only purchase Canadian and U.S. union-made vehicles and has published a buying guide that lists vehicles on the campaign website:

The two new Unifor ads will run on high-visibility programs including Sunday’s Super Bowl, the Academy Awards, the Grammy Awards and during commercial breaks on NHL hockey games.

The union also continues to run full-page ads in newspapers including the Globe and Mail, Toronto Star and National Post as part of the campaign to pressure GM to reverse its plans to close the Oshawa Assembly Plant.

“Canadians understand that GM has gone too far and the corporation must build a more balanced manufacturing footprint across Canada, the US and Mexico, and ending the exploitation of Mexican workers. That is why we are taking this stand against GM’s corporate greed,” said Dias.

For more information, please contact Unifor Communications Representative Kathleen O’Keefe at  or 416-896-3303 (cell).