“President Trump: Negotiating for a stronger America, making Canada and Mexico pay for it.”
The conservative nonprofit Building America’s Future (BAF) today launched a new ad calling out Canada and Mexico for failing to uphold their obligations under the United States-Mexico-Canada Agreement (USMCA), as organized crime continues to exploit tribal lands along shared borders and illicit products flow into American communities. The new ad, “Gone Bad,” supports President Trump as he negotiates for a stronger USMCA for America and makes Canada and Mexico pay for it.
Canada and Mexico have abused the USMCA by failing to crack down on indigenous lands that shield lawless, unpoliced zones within their borders. Organized crime has taken full advantage, turning these areas into contraband hubs that feed American communities with illegal goods.
The July USMCA joint review is the White House’s most powerful lever to address this key problem. By making border security a priority in renewal discussions, the Trump administration can demand what’s long overdue: a hard requirement that no geographic zone is exempt from basic security standards and transparency obligations.
The new ad is released as the USMCA review process is underway, with the deadline for renewal in early July. The 30-second ad is backed by a five-figure buy and will run on digital platforms in Washington, DC over the next three weeks.
Watch the ad here.
TRANSCRIPT:
Canada and Mexico are abusing the USMCA.
Right now, organized crime thrives on tribal lands, illicit products breach our borders, and American lives are on the line.
They’re not holding up their end of the bargain, and it’s threatening President Trump’s historic progress.
The President knows a good deal gone bad, and he’s not afraid to straighten it out.
President Trump: Negotiating for a stronger America,
Making Canada and Mexico pay for it.
BACKGROUND:
- Building America’s Future recently launched an experiential outdoor advertising campaign highlighting the need for an updated USMCA to hold Canada and Mexico accountable outside of the Canadian Embassy and a recent border security event at Center for Strategic and International Studies in Washington, DC.
- Recent BAF polling found a majority of Americans believe border security should be central to USMCA negotiations.
- 57% back President Trump’s border security leadership and see requiring greater security responsibilities from Canada and Mexico as the next step in his border crackdown agenda.
- Another 70% say they would be more likely to support a candidate who demands border security accountability from America’s neighbors as part of the USMCA negotiations.
- Building America’s Future, in April 2025, launched an expansion of its 2024 “Chaos at the Border” campaign to confront the challenges at the northern border.
- The launch was paired with a six-figure ad, “Predator” that ran across TV and digital in the Washington, DC media market.
- In May 2025, BAF bracketed the White House meeting between President Trump and Canadian PM Mark Carney with mobile billboards urging PM Carney to help President Trump secure the northern border.
- In May of 2025, BAF also launched an experiential outdoor advertising campaign in Canada outside the B7 Summit on May 14-15, 2025, telling Prime Minister Carney to secure our shared border.