Exclusive: Secret Service airing recruitment ad from Hollywood director Michael Bay during Super Bowl
Source: CNN Politics
Updated 10:30 PM EST, Sat February 8, 2025
CNN — The United States Secret Service has tapped blockbuster movie director Michael Bay to create a recruiting advertisement that is expected to be unveiled in the stadium on Super Bowl Sunday, according to multiple NFL and Secret Service sources.
The ad cost an estimated $2 million for the Secret Service to produce, according to two sources familiar with the project — a hefty price tag that comes amid massive budget cuts and layoffs at other government agencies. One source told CNN the estimated $2 million budget is about double what was spent on previous Secret Service recruiting ads.
The ad is expected to air during the pregame show on a jumbotron inside New Orleans’ Superdome stadium, according to a source close to the NFL. The ad time is being donated, so the Secret Service will not have to pay an additional fee. Ad buys during Super Bowl Sunday typically cost millions of dollars, with a 30-second ad airing on television costing up to $8 million this year.
The ad’s purpose of recruitment comes at a crucial time, as the Secret Service has been wracked with low morale, burnout, staffing and retention issues. The thrust of the ad showcases the Secret Service’s role in protecting the nation’s leaders and points out the very game the audience is attending is secured by the agency, according to sources familiar with the ad.
Read more: https://www.cnn.com/2025/02/08/politics/secret-service-super-bowl-ad/index.html
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