Exclusive: Secret Service airing recruitment ad from Hollywood director Michael Bay during Super Bowl | CNN Politics

The United States Secret Service has tapped blockbuster movie director Michael Bay to create a recruiting advertisement that is expected to be unveiled in the stadium on Super Bowl Sunday, according to multiple NFL and Secret Service sources.

The ad cost an estimated $2 million for the Secret Service to produce, according to two sources familiar with the project — a hefty price tag that comes amid massive budget cuts and layoffs at other government agencies.

One source told CNN the estimated $2 million budget is about double what was spent on previous Secret Service recruiting ads.

The ad is expected to air during the pregame show on a jumbotron inside New Orleans’ Superdome stadium, according to a source close to the NFL. The ad time is being donated, so the Secret Service will not have to pay an additional fee. Ad buys during Super Bowl Sunday typically cost millions of dollars, with a 30-second ad airing on television costing up to $8 million this year.

The ad’s purpose of recruitment comes at a crucial time, as the Secret Service has been wracked with low morale, burnout, staffing and retention issues. The thrust of the ad showcases the Secret Service’s role in protecting the nation’s leaders and points out the very game the audience is attending is secured by the agency, according to sources familiar with the ad.

According to sources familiar with the ad, it includes images of Secret Service agents as well as former presidents, including possible historic footage of John F. Kennedy and Ronald Reagan. There is also expected to be an image of Trump from the day of last year’s assassination attempt against him in Butler, Pennsylvania. However, it is not clear what will make the final edit.

The Secret Service will own the ad for five years and plans to use it on social media to drive future recruitment for years to come.