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In a move that has stirred political debate, Treasury Secretary Scott Bessent announced Wednesday that a high-profile commercial promoting “Trump accounts” will air immediately following the National Anthem at this Sunday’s Super Bowl. The advertisement represents a significant push to promote the administration’s new investment program for American children.
“I would tell everyone to look for the commercial right after the national anthem at the Super Bowl this weekend,” Bessent told the House Financial Services Committee. “I think we are prepared for a flood of sign-ups, and then they will go live on July 5.”
The commercial placement comes with a hefty price tag. According to NBC, prime spots during this year’s Super Bowl in Santa Clara, California, cost approximately $10 million for a 30-second slot. Standard spots average around $8 million, while pre-game broadcast advertisements run about $7 million, the Sports Business Journal reports. Semafor previously reported in January that a pro-Trump group would finance the advertisement.
Billionaire Michael Dell, who has donated $6.25 billion to the initiative, shared a preview of the advertisement on social media platform X. The teaser shows children playing against various American landscapes while a narrator states that “children of our nation will have a voice.” The preview concludes with a young girl saying, “Dear America.”
The Treasury’s commercial will highlight the controversial “Trump accounts” program, which pledges to provide American newborns with government-funded investment accounts starting at $1,000 each. Parents will be able to supplement these accounts with up to $5,000 annually as the children grow.
The initiative launched with a summit on January 28 that featured notable attendees including rapper Nicki Minaj. However, the administration faced immediate criticism for inconsistent information regarding the program’s financial details.
While the concept of government-backed investment accounts for children has received bipartisan support, the decision to brand them as “Trump accounts” rather than their original name “Invest America accounts” has drawn fierce criticism from Democratic lawmakers. Critics argue that the rebranding inappropriately politicizes a program that did not originate with the president.
The accounts received formal approval as part of Trump’s comprehensive economic legislation this summer, commonly referred to as the “Big Beautiful Bill.” Republican lawmakers renamed the accounts in the final version to honor the president, who at that time enjoyed stronger approval ratings than he currently holds.
The business community has expressed reservations about the name change, with many leaders advocating for a return to the politically neutral designation “530A accounts” instead. Despite this pushback, the Trump administration has repeatedly claimed credit for the initiative.
Democratic opponents have characterized the program as potentially undermining Social Security by steering Americans toward privatized investment accounts. The White House has defended the Trump branding by asserting that the program would not have been approved without the president’s support.
The high-profile Super Bowl advertisement represents a significant investment in promoting the program before its official July launch. The timing—immediately following the National Anthem performed by pop singer Charlie Puth—ensures maximum viewership for the controversial initiative.
As the Super Bowl approaches, the Treasury Department’s promotional strategy highlights the increasingly blurred lines between government programs and political messaging in an era of heightened partisan tensions. Whether the anticipated “flood of sign-ups” materializes after the advertisement airs remains to be seen when the program officially launches this summer.
The Treasury Department did not respond to requests for comment about the advertisement or its funding sources.
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11 Comments
Interesting that a pro-Trump group is financing this ad. I’m curious to see the messaging and production value – will it be tasteful and focused on policy, or more along the lines of typical MAGA rhetoric?
This commercial placement seems like an expensive attempt to push a political agenda. I wonder how many viewers will actually be swayed by it versus feeling turned off by the overt propaganda.
You raise a good point. Spending millions on Super Bowl ads to promote a political program seems more like grandstanding than an effective outreach strategy. It may backfire and alienate some viewers.
It will be interesting to see if this controversial ad generates more buzz and attention than if it had aired during a regular TV broadcast. The Super Bowl audience is massive, for better or worse.
That’s a good point. The Super Bowl’s huge viewership means this ad could reach a lot of people, for better or worse. It will be telling to see the public reaction.
Promoting political agendas during major sporting events is a controversial practice. While freedom of speech is important, it’s concerning to see such a large platform being used for partisan messaging rather than unifying the country.
I agree, the Super Bowl should be a time for sports and entertainment, not divisive politics. Businesses should be mindful of how their advertising impacts the public discourse.
While I respect everyone’s right to free speech, using a major sports event to push a partisan agenda seems misguided. The Super Bowl should bring people together, not divide them further.
I agree. Sports have long been a unifying force in society. Politicizing the Super Bowl could undermine that and make the event less enjoyable for many fans.
I’m surprised the network approved airing a political ad during the Super Bowl. That’s prime real estate usually reserved for fun, high-production commercials. Will this disrupt the flow of the broadcast?
Promoting a political program during the Super Bowl seems like an attempt to capitalize on a captive audience. I hope viewers will see through this thinly veiled propaganda and focus on enjoying the game.