The Secret Service of the United States has enlisted renowned movie director Michael Bay to create a recruitment advertisement set to debut at the Super Bowl on Sunday, according to reliable sources from the NFL and Secret Service. The production of the ad reportedly cost the Secret Service an estimated $2 million, a substantial amount given the current budget constraints and layoffs in other government sectors. This budget is nearly double the expense of previous Secret Service recruitment ads, as noted by one insider to CNN. The ad is anticipated to be shown during the pregame show on a stadium jumbotron at the Superdome in New Orleans, with the NFL generously offering the advertising slot without charge. Typically, advertising during the Super Bowl demands significant expenses, with a 30-second TV ad costing up to $8 million this year. The main objective of the ad is to recruit new personnel at a crucial time when the Secret Service is facing challenges such as low morale, burnout, and retention issues. The ad emphasizes the agency’s vital role in safeguarding the country’s leaders and highlights the security provided by the Secret Service at the very event attendees are witnessing. Secret Service Director Sean Curran, speaking through a spokesperson, expressed the importance of meeting the needs of the team promptly by utilizing an innovative approach for the production of the ad under tight deadlines. The ad features visuals of Secret Service agents, former presidents, and historical footage, including a possible segment on Trump during last year’s assassination attempt. However, the final content is yet to be finalized. Michael Bay shared that the concept behind the ad aims to honor the unsung heroes protecting democracy’s leaders in times of crisis. President Trump is expected to be present at the game, possibly witnessing the ad live. After negotiations between the Secret Service, Bay, and the NFL, the decision was made to air the ad during the Super Bowl despite initial uncertainties.
The source indicated that the Secret Service had submitted its request for advertisement placement on the jumbotron too late, as the programming had already been finalized. Following this development, within a span of less than 24 hours, CNN received information that the NFL had managed to secure space to broadcast the ad during the pregame show. Despite this development, the NFL chose not to provide any comments on the matter.
There were discussions held regarding the possibility of airing a commercial on Fox, as mentioned by two sources. These sources added that the ad space would have been offered as a donation to the Secret Service. The Secret Service is set to have ownership of the ad for a period of five years, with plans to utilize it on various social media platforms to bolster future recruitment efforts. The production of the advertisement was completed in under two weeks, a notably swift timeline considering the typically slow pace of government agencies, underscoring the significance of the ad to the Secret Service.
CNN has taken steps to file Freedom of Information Act records requests in order to ascertain the precise costs and budget associated with the ad campaign. With the upcoming event, the security arrangements are expected to be extensive and stringent. Noteworthy high-profile figures, in addition to President Trump, are anticipated to be in attendance, while the city of New Orleans continues to grapple with the aftermath of a recent terrorist incident that claimed the lives of 14 individuals. For access to more CNN news updates and newsletters, individuals are encouraged to create an account on CNN.com.
