Secret Service runs Super Bowl ad to bolster recruitment efforts

The U.S. Secret Service hasn't had its best few years, as the once pristine agency has suffered a number of public relations hits recently that have undoubtedly made recruiting new agents an uphill battle.

According to the New York Post, the agency is apparently so hard up for new agents that it "spent $2 million on a Michael Bay-produced Super Bowl Sunday recruiting ad to attract new agents."

The price tag was roughly double what the agency had spent on other recruiting ads.

The spot reportedly played on the Jumbotron just before the big game that took place in New Orleans’ Caesars Superdome.

BREAKING: President Trump's Secret Service paid Hollywood Director Michael Bay to produce a Super Bowl recruiting ad to get the best of the best signed up.

Trump wants to make sure another Butler disaster NEVER HAPPENS AGAIN. This is the fastest way to replace all the DEI hires.… pic.twitter.com/Y6gu9oXaB6

— George (@BehizyTweets) February 9, 2025

The agency reportedly didn't pay for the ad, as it was reportedly donated. Otherwise, a 30-second ad spot for this year's big game would have cost a cool $8 million.

The agency, famous for protecting the president and other high-profile politicians, has suffered serious morale and retention issues in recent years, putting a strain on recruiting efforts.

The Post added:

Those problems came to light following the two assassination attempts against President Trump -- one in July in which a sniper shot him in the ear and narrowly missed his head, and a second in which a gunman laid in wait at his golf course.

The ad highlighted the agency's role in protecting presidents and others while also protecting the American public at major events where presidents and other high-profile people are.

The Post noted:

The commercial will highlight the agency’s role in protecting national leaders – and point out that the Secret Service is securing the very game everyone is watching since Trump is expected to attend, sources said.

Legendary producer Michael Bay told CNN how and why he came up with the theme of the ad.

"I came up with the concept for the PSA that America was founded on the idea of freedom," Bay said.

"Throughout our short but powerful history as Americans, we have always stepped forward in time of need," he continued. "This was a spot to honor the true silent heroes who protect the leaders of our democracy."

On Sunday, Trump made history as the first sitting U.S. president to attend a Super Bowl game.