There you are, sitting in traffic in your car, listening to Taylor Swift on Spotify because it’s easier than subjecting yourself to a new, more challenging artist. An ad pops up in your stream. It’s serious stuff, evidenced by the dystopian tone of the narrator: “Join the mission to protect America,” the serious man’s voice commands, “with bonuses up to $50,000 and generous benefits. Apply now … and fulfill your mission.”
It’s an Immigration and Customs Enforcement recruitment ad, part of the Trump administration’s investment of $30 billion to add more than 10,000 deportation officers to its ranks by the end of the year. You would have been spared the outrage if only you had paid for Spotify’s ad-free tier of service, but there’s no way the audio streamer is getting your money now. You’ll be switching to, say, Apple Music. Maybe Tidal?
The experience of being subjected to recruitment ads for a domestic military force, assembled by a power-hungry president, has generated intense backlash that’s culminated this week in calls for boycotts of streaming services and platforms that have featured ICE spots. They include Pandora, ESPN, YouTube, Hulu and Fubo TV. Multiple HBO Max subscribers bemoaned on X that they were subjected to ICE recruitment videos while watching All Elite Wrestling: “Time to be force-fed ICE commercials against my will for two hours again #WWENXT,” @YKWrestling wrote.
Recruitment ads — Uncle Sam’s “I Want You” poster comes to mind — are an American staple, especially in times of war. But the current recruitment effort is aimed at sending forces into American cities, predicated on exaggerated claims that U.S. metro areas are under siege and in peril due to dangerous illegal immigrants, leftist protesters and out-of-control crime rates. The data, however, does not support those claims. The American Immigration Council found that from 1980 to 2022, while the immigrant share of the U.S. population more than doubled (from 6.2% to 13.9%), the total crime rate declined by over 60%.
Yet there’s a far scarier doomscape on the horizon if ICE’s recruitment efforts are successful: a mercenary army loyal only to Trump, weaponized to keep him on the throne. If that sounds more dystopian than the aforementioned Spotify ad, consider that the administration has spent more than $6.5 million over the past month on a slew of 30-second commercials aimed at luring in police officers.
The ads aired on TVs in more than a dozen cities including Chicago, Seattle and Atlanta and opened with images of each specific metro area’s skyline. Then came the commanding narration: “Attention, Miami law enforcement!” It’s followed by the same messaging that is used in ICE ads across the country: “You took an oath to protect and serve, to keep your family, your city, safe. But in sanctuary cities you’re ordered to stand down while dangerous illegals walk free — Join ICE and help us catch the worst of the worst. Drug traffickers. Gang members. Predators.”
But are the ads working? It’s hard to say since transparency isn’t a hallmark of the MAGA White House. For what it’s worth, a Sept. 16 press release from the DHS claimed that it had received more than 150,000 applications in response to its campaign and had extended 18,000 tentative job offers.
As for the power of consumer-led boycotts, there’s hope. More than 1.7 million Disney, Hulu and ESPN subscriptions were reportedly canceled between Sept. 17 and Sept. 23 during Jimmy Kimmel’s temporary suspension by ABC (Disney is ABC’s parent company). The network pulled the show after the host’s comments related to Charlie Kirk’s assassination angered MAGA supporters and the Trump-appointed FCC chair appeared to threaten the network. But after a week with a significant increase in cancellations — a 436% jump compared to a normal week — Kimmel was back on the air.
As of today, Spotify appears unmoved by the pressure to pull those intrusive ICE ads. “This advertisement is part of a broad campaign the US government is running across television, streaming, and online channels,” a Spotify spokesperson said in a statement this week. “The content does not violate our advertising policies. However, users can mark any ad with a thumbs up or thumbs down to help manage their ads preferences.”
Thumbs down. Frowny emoji. Cue the dystopian narrator for a counter ad: “Join the mission to protect America: Cancel Spotify.”
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