The administration of former President Donald Trump has sparked controversy with a highly unusual Christmas-themed public information campaign from the US Department of Homeland Security (DHS). The initiative centres on an AI-generated video advert that reimagines Santa Claus as an agent for Immigration and Customs Enforcement (ICE).
Details of the 'ICE Santa' Campaign
Released on Tuesday 23 December 2025, the computer-generated footage depicts a traditionally jolly Santa Claus clad in tactical gear. Instead of a sack of toys, this version wears a bulletproof vest and carries weapons. The surreal scene shows him detaining migrants and escorting them onto an aircraft, presumably for removal from the United States.
The campaign, bluntly titled “YOU’RE GOING HO HO HOME,” is a direct effort by DHS to promote voluntary departures. It specifically targets undocumented immigrants, urging them to use the official CBP One app to arrange their own deportation. The stark incentive offered is $3,000 and a free flight home, framed as a way for individuals to 'avoid Santa’s naughty list'.
A Pattern of Festive Enforcement Messaging
This is not the first time the Trump administration has merged holiday iconography with its stringent immigration policies. The AI video campaign follows a pattern of previous festive adverts from DHS and ICE.
Past efforts have included images of immigration enforcement officers posing alongside Christmas decorations. Another notable example was a widely circulated GIF showing President Donald Trump himself riding on Santa's sleigh. All these materials share a common goal: to promote and normalise the administration's deportation efforts through culturally resonant, if jarring, imagery.
Reactions and Implications
The release of the AI-generated 'ICE Santa' video has immediately drawn sharp criticism from migrant advocacy groups and political opponents. They argue it represents a new low in dehumanising rhetoric, using a beloved symbol of generosity and childhood to frame deportation as a festive, almost whimsical event.
Proponents within the administration likely view it as a bold, memorable piece of digital communication designed to cut through the noise and directly reach its target audience. The use of advanced AI video technology marks a significant evolution in government propaganda and public messaging, leveraging modern tools to deliver a hardline policy message.
As a tactic, it underscores the administration's continued focus on reducing undocumented immigration through both enforcement and incentivised voluntary departure programmes. The campaign's impact on deportation application numbers via the CBP One app remains to be seen, but its place as one of the most unconventional government adverts in recent memory is already secured.
