A pro-Immigration and Customs Enforcement (ICE) advertisement aired during Super Bowl 2026 at Levi’s Stadium in Santa Clara, California, with several social media users claiming it appeared moments after Bad Bunny’s historic halftime show.
The 30-second commercial opened with the line: “These are Immigration and Customs Enforcement Officers.” It described ICE agents as “friends and neighbors, sons, fathers… little league coaches and veterans… people who love this country.”
The ad concluded: “They are removing violent criminals from our streets and neighborhoods. It’s dangerous and difficult work, but ICE has one mission: to make America a safer place to live — and that’s what they’re doing.”
Several users on X shared clips of the commercial, with some expressing strong support. One widely circulated post read: “The first commercial after the Bad Bunny halftime show was a Pro-ICE commercial. Thank you ICE for your hard work and putting your life on the line to protect our country. ���� America thanks you!!”
Super Bowl ads: Big money, bigger audience
The Super Bowl remains the most-watched television event in the United States, making advertising slots among the most expensive on TV.
In 2026, a 30-second commercial reportedly cost between $8 million and $10 million. By comparison, a 30-second ad during the first Super Bowl in 1967 cost USD 37,500.
Ad rates have steadily climbed over the decades, from USD 107,000 in 1975 to USD 525,000 in 1985, USD 1.15 million in 1995, USD 2.4 million in 2005, USD 4.25 million in 2015, USD 5.6 million in 2020 and USD 7 million in 2024.
This year’s broadcast featured celebrity-backed campaigns starring Kendall Jenner, 50 Cent, George Clooney, Sabrina Carpenter, Adrien Brody, Marcello Hernández and Benson Boone, along with the return of classic brands like the Budweiser Clydesdales.
Bad Bunny’s historic halftime show
The game also featured a widely watched halftime performance by Bad Bunny. The 31-year-old Puerto Rican star, Spotify’s most-streamed artist of 2025, became the first musician to perform entirely in Spanish at a Super Bowl halftime show.
His 14-minute set included appearances by Lady Gaga and Ricky Martin, along with cameos from Pedro Pascal, Cardi B, Karol G and Jessica Alba. The performance celebrated Puerto Rican pride and carried a message of unity across the Americas.
Ahead of the Super Bowl, a pro-ICE billboard appeared in San Francisco, prompting mixed reactions.
“It made me sick to my stomach,” said Karen Guerrero of Chicago. “It puts fear in me, that it’s desensitising people to think that it’s OK to be people hurting people.”
Others voiced support. “They have a job to do too. That’s it. I don’t have a problem with them,” said Scott Yurt of Chicago.
A group calling itself “American Sovereignty” is behind the billboard campaign. ABC Bay Area affiliate KGO reported that it attempted to contact the group but had not received a response.
In San Jose, dozens of protesters, including immigrant rights advocates, labor unions and community groups, marched against ICE earlier in the week, saying the agency is not welcome in the Bay Area.
With millions watching, the Super Bowl once again became a stage not only for sport and entertainment, but also for America’s ongoing and deeply divided debate over immigration enforcement.
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