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He added the company “must build a more balanced manufacturing footprint across Canada, the U.S. and Mexico,” and halt the exploitation of Mexican workers.”

This comes after a Friday press conference where Dias announced the boycott, calling GM, “Greedy Motors.”

“If the VIN starts with three, that vehicle is not for me,” he said.

Vehicle identification numbers that start with the number “3” are made in Mexico. A second Unifor ad, which will also debut this weekend, shares a similar sentiment.

GM Canada initially responded to the boycott that it would create “collateral damage” across the wider Ontario economy which has more than 60 auto parts companies that support Mexican production.

In its Friday statement, GM said it has invested more than $100 billion into Canada through manufacturing, purchased goods and services since 2009, and over $8 billion in worker pensions.

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“GM Canada continues to build where it sells in Canada with production at its plant in Ingersoll alone roughly equal to its total retail sales in Canada,” the company said. “On Nov. 26, 2018, GM confirmed that it does not have a viable business case for production at the Oshawa Assembly plant past the end of this year because of a number of economic factors, including rapid changes in the North American car market, the cancellation of Oshawa products and persistent low utilization at the plant.”

The plant closure affects 4,400 jobs at GM Oshawa and its parts suppliers in Ontario.