DHS’s World War II-style ad campaign using “foreign invaders” language has ignited a firestorm between those concerned about xenophobia and those prioritizing national security amid increased illegal border crossings.
At a Glance
- DHS launched a nationwide and international campaign warning illegal immigrants to self-deport or face deportation with reentry bans
- The ad’s WWII-style imagery and terms like “foreign invaders” have drawn criticism from left-leaning commentators who compare it to McCarthyism
- Supporters cite concerns about large numbers of military-age male migrants, with former FBI officials describing the situation as a “soft invasion”
- Mexico has responded by planning to restrict foreign government advertising on Mexican television
- The controversy comes amid border security operations and heightened US-Mexico tensions
Ad Campaign Sparks Political Backlash
The Department of Homeland Security’s recent advertisement campaign has become a flashpoint in America’s ongoing immigration debate. The ads, reminiscent of World War II-era posters, encourage Americans to report “foreign invaders” to DHS hotlines. This language choice has prompted immediate pushback from critics who view it as unnecessarily inflammatory. The campaign extends across multiple platforms including radio, broadcast, digital and social media, and even text messages, targeting both illegal immigrants currently in the United States and potential migrants considering illegal entry.
On MSNBC, host Nicole Wallace bluntly questioned the origin of the ad’s messaging, asking, “Did Vladimir Putin write that?” Her guest, retired Army Brigadier General Steve Anderson, responded, “He might very well have,” before connecting the language to isolationist and nationalist trends. Other critics have drawn comparisons to darker periods in history, including McCarthyism and Nazi Germany’s propaganda techniques, suggesting the rhetoric unfairly targets undocumented individuals who are often families and workers rather than security threats.
DHS Defends Security-Focused Messaging
Secretary Kristi Noem has firmly positioned the campaign as part of President Trump’s border security policies. The messaging leaves little room for interpretation regarding the administration’s stance. “Under President Trump, America’s borders are closed to lawbreakers,” Noem stated in the official announcement. The campaign explicitly warns that those in the country illegally will be found and deported, with the added consequence of being barred from returning to the United States in the future.
“Thank you, President Donald J. Trump, for securing our border and putting America first. President Trump has a clear message: if you are here illegally, we will find you and deport you. You will never return. But if you leave now, you may have an opportunity to return and enjoy our freedom and live the American Dream”, said Secretary Kristi Noem.
Defenders of the campaign point to security concerns, citing a letter from former FBI officials describing the influx of illegal immigrants as a “soft invasion” of military-age men. This perspective frames the issue not as one of xenophobia but of legitimate national security. The advertisements particularly target criminal elements, with Noem warning: “If you are a criminal alien considering entering America illegally: Don’t even think about it. If you come here and break our laws, we will hunt you down. Criminals are not welcome in the United States.”
International Tensions and Mexico’s Response
The campaign has strained already tense U.S.-Mexico relations. Mexico’s National Council to Prevent Discrimination (CONAPRED) has received complaints about the advertisements, leading to formal criticism of the messaging. The agency’s assessment was direct: “We have found in our analysis that the TV spot has a discriminatory message that places human dignity in jeopardy and could encourage rejection and violence against migrants.”
Mexican President Claudia Sheinbaum Pardo has moved beyond criticism to propose action, announcing plans to amend broadcast laws to prevent foreign governments from purchasing television advertising that could influence Mexican affairs. This would effectively restore restrictions that were lifted in 2014. The controversy comes at a particularly challenging time in bilateral relations, with President Trump threatening tariffs over migration and drug trafficking issues, and an approaching deadline for Mexico’s water payments under a 1944 treaty.
Enforcement Actions Follow Messaging Campaign
The ad campaign coincides with increased immigration enforcement operations, including raids targeting criminal activities. Recent operations in Los Angeles resulted in approximately 330 illegal immigrants being arrested and facing deportation. These enforcement actions have not been without controversy themselves, as evidenced when California Senator Alex Padilla was forcibly removed from a DHS press conference related to these operations.
The ongoing situation highlights the fundamental tension in American immigration policy between security concerns and humanitarian considerations. The administration’s messaging and enforcement actions clearly prioritize border security and strict enforcement of immigration laws, while critics continue to voice concerns about the potential human cost and divisive nature of both the rhetoric and the policies it represents. As both the campaign and enforcement operations continue, the debate over the appropriate balance between these competing priorities shows no signs of resolution.