The U.S. Secret Service unveiled a dramatic recruitment ad just hours before Sunday’s Super Bowl kickoff, sparking widespread discussion. The 60-second spot, directed by Hollywood filmmaker Michael Bay, featured powerful imagery of presidents targeted by assassins, including a contentious scene of former President Donald Trump bleeding after surviving an attempted assassination last summer in Pennsylvania. The ad, aimed at boosting recruitment amid critical staffing shortages, cost an estimated $2 million to produce, raising questions about government spending during a time of budget cuts.
In the high-production ad, a voiceover emphasizes themes of freedom, sacrifice, and patriotism: “America was founded on an idea of freedom. Americans always step forward in times of need.” The video showcases historic footage of figures like Abraham Lincoln, John F. Kennedy, Ronald Reagan, and Trump, highlighting their moments of vulnerability under attack. The ad’s message pivots to call on viewers to become part of the Secret Service, stating, “Protectors are born, they’re not made. America’s Secret Service... is asking a few more to step forward.”
While the ad aired for free on the Super Bowl big screen inside the New Orleans Superdome, its production cost—roughly double that of past Secret Service recruitment campaigns—has drawn scrutiny. Sources told CNN the price tag comes amid widespread budget cuts and layoffs across other government agencies. Critics argue that while the campaign seeks to address ongoing recruitment challenges, including low morale and high burnout within the agency, the cost and imagery may overshadow its intended purpose.
The ad also stirred debate over its use of footage displaying some of the Secret Service’s most visible historical failures. Viewers noted the inclusion of images depicting the assassinations of Lincoln and Kennedy, Reagan’s shooting in 1981, and the 2022 attempt on Trump’s life. These scenes, while highlighting the agency’s high-stakes responsibilities, also risk drawing attention to its past vulnerabilities.
Secret Service Director Sean Curran defended the decision, explaining that the agency wanted a bold, innovative approach to showcase its mission. “We empowered our team to create a representation of the men and women behind the Secret Service within nine days, ensuring compliance with all rules,” a spokesperson told CNN.
With Super Bowl ads costing as much as $8 million this year, the Secret Service saved millions by securing donated airtime. However, the project’s timing, content, and expense have led to mixed reactions from the public and government watchdogs alike.
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