Listen to the article
Scrutiny Over Former Homeland Security Secretary Noem’s $220 Million Ad Campaign Led to Removal
Federal officials and lawmakers raised serious concerns about former Homeland Security Secretary Kristi Noem’s controversial $220 million advertising campaign in the days preceding her removal from office. The campaign, which featured Noem prominently, became a lightning rod for criticism across Washington.
The minute-long advertisement depicts Noem on horseback, wearing frayed chaps and a tan cowboy hat, riding through wooded areas near Mount Rushmore before galloping alongside computer-generated buffalo across the plains.
“Why do I love these wide open spaces? They remind me of why our forefathers came here, not just for its beauty, but for the freedom only America provides,” Noem states in the video, wearing a powder blue western shirt. The ad continues with a stern immigration message as she declares, “You cross the border illegally? We’ll find you. Break our laws? We’ll punish you.”
The DHS advertisement began airing on Fox News programs shortly after its February release. However, the timing raised immediate questions, as the ad was reportedly shot during the second day of a partial government shutdown—a detail that reportedly annoyed President Trump, who demanded to know where Noem secured funding for the multi-million-dollar project.
While Noem defended the campaign as an essential tool to deter illegal immigration, both Republican and Democratic lawmakers expressed skepticism. During a Senate Judiciary Committee hearing last week, senators questioned Noem about the Strategy Group, the company that produced the advertisement. Despite its involvement in production, the firm did not appear in public documents related to the DHS contracts.
The controversy deepened when ProPublica reported that the political consulting firm has extensive ties to Noem and members of her staff dating back to her tenure as South Dakota governor. A DHS spokesperson denied impropriety, claiming the agency conducted its contracting “by the book” through career officials.
Critics particularly focused on allegations that Noem bypassed competitive bidding processes typically required for government contracts. Adding to the controversy was her unusual requirement that she personally approve any agency payment exceeding $100,000—an unprecedented level of micromanagement for a cabinet secretary.
These actions, combined with other questionable expenditures—including a $70 million Boeing 737 MAX jet the department leased and now seeks to purchase—generated significant backlash against Noem’s leadership. The controversies ultimately led to her reassignment to what Trump described as a “Special Envoy for The Shield of the Americas.”
The $220 million price tag for Noem’s minute-long video has drawn particular scrutiny when compared to major Hollywood productions. According to information circulated by a Democratic National Committee-affiliated account, several blockbuster films were produced for substantially less money. These include “The Matrix” ($65 million, or about $110 million adjusted for inflation), “The Lord of the Rings: The Return of the King” ($94 million), “Top Gun: Maverick” ($152-170 million), “Harry Potter and the Deathly Hallows Part 2” ($125 million), “The Hunger Games” ($75 million), and “Oppenheimer” ($100 million).
This isn’t Noem’s first controversial promotional campaign. In late 2022, while serving as South Dakota’s governor, she used state funds to launch advertisements encouraging workers to relocate to the state. The Strategy Group was also involved in that project, with CEO Ben Yoho reportedly planning the campaign before the contract was made public.
In a move that raised eyebrows, the company registered to do business in South Dakota under the name “Go West Media” just one day before the contract went live. Similar to the DHS advertisement, Noem personally starred in the 2022 campaign, appearing as a dentist, plumber, and state trooper while promoting South Dakota’s economy.
The sequence of events surrounding these advertising campaigns has raised significant questions about government spending priorities and the appropriate use of taxpayer funds for what critics view as self-promotional vehicles for public officials.
Fact Checker
Verify the accuracy of this article using The Disinformation Commission analysis and real-time sources.
7 Comments
The ad’s messaging on immigration enforcement seems to be a key part of Noem’s political positioning. Wonder how that resonated with voters and whether it was viewed as too heavy-handed.
Appreciate the detailed fact-checking on the specifics of this ad campaign. Helps provide more context around the scrutiny it faced and the concerns raised by officials.
Interesting to see the scrutiny over the cost and messaging of this controversial ad campaign. Seems like Noem’s tough-on-immigration stance was a key focus, though the $220 million price tag raises eyebrows.
The visuals of Noem on horseback near Mount Rushmore seem designed to evoke a certain rugged Americana image. Wonder how effective that was in conveying her policy positions.
Good point. The visual aesthetics seem more focused on evoking a symbolic image than directly communicating policy details.
Curious to know more about the breakdown of those $220 million in ad costs. Was it mainly production, media buys, or a combination? Feels like a lot of money for a single campaign.
Yeah, the high price tag definitely raises questions about how those funds were allocated and whether it was an efficient use of resources.