U.S. Immigration and Customs Enforcement aired an advertisement during the 2026 Super Bowl that portrayed their officers as everyday people making the United States a “safer place to live.”
The 30-second ad describes 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 concludes.
The ad comes 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 rhetoric used by Democratic lawmakers about ICE.
The fiery rhetoric has reached the halls of Congress, as lawmakers weigh whether to again extend funding for the Department of Homeland Security.
MAMDANI ANNOUNCES EXECUTIVE ORDER REQUIRING WARRANT FOR ICE TO ENTER NYC PROPERTIES
House Minority Leader Hakeem Jeffries (D-NY), who has been aggressively pushing reform at 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 them of “brutalizing” and “abusing” Americans.
