Modeled on the familiar logo of a long-running daytime game show, US Senate candidate Abdul El-Sayed displayed a hand-drawn picture of a dollar sign along with the words “The Price Is Wrong” in a video posted to his official social media accounts Tuesday—and offered Michigan voters the chance to play his version of the game, inspired by President Donald Trump’s policies.

“This is probably true of everything you’re buying right now,” said El-Sayed, who is running against former Republican Rep. Mike Rogers after winning the Democratic primary election last month, as he pointed to the handmade sign. “We’re going to ask Michiganders about just how much everything has gotten more expensive over the last year because of Trump’s tariffs and his war in Iran.”

First up, a voter learned that a container of 100 Tide detergent pods, which now costs nearly $30, cost just under $22 a year ago at this time—before Trump joined Israel in attacking Iran, leading to the retaliatory measure of Iran’s closure of the Strait of Hormuz and the resulting spike in oil and gas prices.

“That’s almost a 30% increase in price for the same Tide pods,” said El-Sayed.

A package of Target brand toilet paper cost $6 last year, and another voter guessed it’s currently marked at $8.50—off by 50 cents, said El-Sayed, who revealed the package would now cost $9 at a Target store in Michigan.

Target-branded protein powder cost $40 last year, and Trump’s policies have raised the price to $54 this year, said El-Sayed, while a one-pound bag of coffee beans from Tim Hortons is nearly a dollar more than it was last year, priced now at $9.32.

El-Sayed released the video as Canada imposed its new retaliatory tariffs targeting about $20 billion in US imports, in response to the 50% tariffs Trump announced late last month on a range of Canadian goods including dairy products, paper, and cement.

According to a June poll by Epic-MRA, 63% of Michiganders—including 35% of Republicans—opposed Trump’s tariffs on Canadian goods, which he first announced last year along with levies on numerous other countries that he said had treated the US unfairly in trade.

About three-quarters of voters in that poll said they thought Trump’s tariff policy was fueling higher prices for everyday goods.

The Midwest Economic Policy Institute found in July that due to Michigan’s shared border with Canada and the close ties shared between the auto industries in Michigan and Ontario, Michigan households were paying as much as $3,200 in extra costs due to Trump’s tariffs—about 142% more than the rest of the US.

“Donald Trump is launching this trade war for his own vanity, and he’s asking Michigan families to pay the price,” El-Sayed said in a statement last month. “Trump has been failing Michigan through these chaotic tariffs and bad trade deals for far too long, and Mike Rogers won’t do anything but rubber-stamp them.”

At Michigan Advance, columnist Rick Haglund warned last month that Michigan would likely “pay a steep price for Trump’s reckless actions.”

“Canada is Michigan’s largest trading partner with about $70 billion in goods flowing across their borders in 2024, the latest available data,” said Haglund. “Thousands of jobs are connected to Michigan auto parts manufacturers, farmers, and others who export goods to Canada.”

Trump’s unprovoked war on Iran has also been linked to spiking diesel prices, which is driving up transportation costs—and as a result, consumer prices—for many everyday goods like those featured in El-Sayed’s mock game show.

“Americans are paying way more for everyday goods they have to buy at the grocery store, all because of this insane war that is spiking the price of gas, spiking the price of diesel, spiking the price of your everyday goods,” said El-Sayed. “And now, a trade war that’s expanded with Canada.”

“Americans are sick and tired of playing ‘The Price Is Wrong,’” he added. “I think it’s time for us to play ‘The Price Is Right.’”

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