The United States Secret Service has partnered with renowned Hollywood director Michael Bay to produce a high-profile recruitment advertisement set to premiere at the Super Bowl.
According to multiple sources from the NFL and the Secret Service, the ad will be broadcast during the pregame show on a jumbotron inside the Superdome in New Orleans. Since the NFL is donating the airtime, the Secret Service will not have to pay for the ad slot, which typically costs up to $8 million for a 30-second TV spot.
CNN reports that the ad’s production cost is estimated at $2 million—nearly double the amount spent on previous Secret Service recruitment campaigns. This expense comes at a time when other government agencies are facing budget cuts and layoffs.
A Secret Service spokesperson confirmed that Director Sean Curran authorized the project, stating that he wanted a fresh and effective approach to recruitment.
“As director, my focus is to lean forward to meet the needs of our workforce,” Curran said through a spokesperson.
The Secret Service has been dealing with staffing shortages, burnout, and declining morale. The ad is expected to highlight the agency’s role in protecting national leaders and emphasize its presence at major events—like the Super Bowl itself.
Sources say the ad will include footage of Secret Service agents alongside former U.S. presidents, possibly featuring historical clips of John F. Kennedy and Ronald Reagan. It may also include an image of Donald Trump from the day of last year’s assassination attempt in Butler, Pennsylvania. However, it is unclear which final cuts will make it into the commercial.
Michael Bay, known for directing blockbuster films like Transformers and Pearl Harbor, was recently spotted at Joint Base Andrews, where he was seen shaking hands with former President Donald Trump. Sources confirm that Bay was on-site filming the recruitment ad.
The advertisement aims to attract new talent to the Secret Service, leveraging Bay’s cinematic style to make the profession look as dynamic and heroic as his action films.
With the Super Bowl drawing millions of viewers, the Secret Service hopes this high-profile campaign will inspire a new wave of recruits to join its ranks.
