stˈiːlbæk swˈɪtʃt ɡˈɪɹz fɹʌmðə flˈæʃi pɹˈaɪm tˈaɪm ˈæd kæmpˈeɪnz tʊ ɐ mˈoːɹ lˈoʊkəl ænd mˈɪnɪməlˌɪst ɐpɹˈoʊtʃ ðˌoʊ pɹˈɪnt, ɹˈeɪdɪˌoʊ, ænd bˈɪlboːɹd ˈædvɚtˌaɪzmənts ɪn sˈɪks ɑːntˈæɹɪˌoʊ mˈɑːɹkɪts: ðɛɹ hˈoʊm ʌv bɹˈuːs kˈaʊnti; ðə ɡɹˈeɪɾɚ tɚɹˈɑːntoʊ ˈɛɹiə; ˈɑːɾɐwə; lˈʌndən; hˈæməltən;ænd wˈɪndsɚ.
Steelback switched gears from the flashy prime time ad campaigns to a more local and minimalist approach though print, radio, and billboard advertisements in six Ontario markets: their home of Bruce County; the Greater Toronto Area; Ottawa; London; Hamilton;and Windsor.