General Motors disputes UNIFOR’s Super Bowl ad

General Motors disputes UNIFOR’s Super Bowl ad

General Motors disputes UNIFOR’s Super Bowl ad

Unifor has refused to take down an ad that is critical of General Motors (GM) after the company issued a cease and desist request to the union that represents the workers of a closing GM auto plant in Oshawa, Ont.

It calls GM "un-Canadian", greedy and claims the company has left Canadian workers "out in the cold". GM could sue UNIFOR for an ad during Super Bowl 2019. Both videos have been online since late January.

A statement from GM on Sunday said the company respects the union's right to protest, but accused the Super Bowl ad of "misleading the Canadian public". A spokesperson for GM confirmed its authenticity in an email to CBC Toronto.

Dias received a letter from GM lawyers "demanding that Unifor cease and desist from any further communication of the advertisement" and gave them a deadline of Saturday to stop promoting the ad. He said the letter amounts to an attempt to "intimidate" the thousands of workers who will be impacted by the company's decision to close its sprawling assembly plant in Oshawa.

UNIFOR represents Canadian employees at GM's auto assembly plant at Oshawa, Ontario.

"Clearly, General Motors doesn't want Canadians to see this ad", Unifor national president Jerry Dias said in a statement.

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"We are going to continue to ratchet up our campaign because we expect them, just like everybody else, to live up to their word".

GM announced plans in November to close its vehicle factory in Oshawa, Ont., costing the jobs of about 2,600 blue-collar workers.

Numerous union's efforts have tried to draw attention to the fact that the federal and provincial governments provided billions of dollars to keep GM and the Chrysler Group LLC afloat in 2009. It pointed out that Canada provided C$10.8 billion, or C$300 per Canadian citizen, to help save GM from bankruptcy in 2010.

"While GM respects Unifor's rights to protest, we can not condone purposely misleading the Canadian public", GM spokesperson Jennifer Wright said in a statement.

The ad aired only in Canada during the 2019 Super Bowl played Sunday.

Super Bowl commercials have proven to be a source of entertainment during one of television's biggest events of the year.

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