Unifor is fighting fire with fire and will launch a Super Bowl ads during the big game urging Canadians to boycott Mexican-made 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.”

They have bought Super Bowl commercial slots and will run two ads, broadcasting in both English and French.

A second commercial urges consumers to take an online pledge not to buy GM vehicles made in Mexico.

“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.

The two ads will also run during the Academy Awards, the Grammy Awards and during NHL games.