U.S. Immigration and Customs Enforcement aired an advertisement during the 2026 Super Bowl that portrayed its officers as everyday people making the United States a “safer place to live.”
The 30-second ad described the federal immigration officers as “friends and neighbors” who “love this country,” as a montage of stock footage showing parents and veterans plays over the monologue.
“They are removing violent criminals from our streets and neighborhoods. It’s dangerous and difficult work, but ICE has one mission: to make America a safer place to live, and that’s what they’re doing. This is law enforcement, this is ICE,” the ad concluded.
The ad came as ICE has been under intense scrutiny following the fatal officer-involved shootings of two Americans in Minneapolis last month.
The incidents led to a drawdown of its presence in the city, as well as a recalibration from President Donald Trump, who sent his border czar Tom Homan there to simmer tensions with Minnesota Democrats.
At the same time, the Trump administration has been sounding the alarm on the rhetoric used by Democratic lawmakers about ICE.
The fiery rhetoric has reached the halls of Congress, as lawmakers weigh whether to extend funding for the Department of Homeland Security.
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House Minority Leader Hakeem Jeffries (D-NY), who has been aggressively pushing reform at the DHS, recently referred to ICE officers as “lawless and masked thugs masquerading as law enforcement.”
His colleague in the Senate, Minority Leader Chuck Schumer (D-NY), has also accused officers of “brutalizing” and “abusing” people.
