Transcript
A (0:05)
Last year, a splashy ad campaign featuring Kristi Noem, then head of the Department of Homeland Security, started showing up on tv.
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Why do I love these wide open spaces? They remind me of why our forefathers came here.
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Noem sits tall on a horse. She's wearing chaps, a cowboy hat. The granite faces of Mount Rushmore rise behind her.
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I'm Kristi Noem from the cowboys who tamed the West.
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The ads were directed at people thinking of illegally immigrating to the U.S. it was a warning not to come.
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You cross the border illegally, we'll find you. Break our laws, we'll punish you.
A (0:43)
These TV spots were mostly in English, and the campaign was pretty pricey, costing more than $200 million. Our colleague Michelle Hackman says this campaign came to define Noem's unconventional tenure at dhs.
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It's a long, glossy ad. It glorifies America, but it glorifies her, too.
A (1:06)
It almost felt like she wasn't just running the show at dhs, she was like, literally, she was starring in the show at dhs.
B (1:14)
Totally. That's exactly how I describe it. And she spent $200 million on these ads. I mean, that's a huge sum.
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President Trump fired Noem last week. Her tenure was dogged by controversy. But in the end, of all the
B (1:32)
things she did, this ad campaign might have been the one that ultimately led to her downfall.
A (1:40)
Welcome to the Journal, our show about money, business and power. I'm Ryan knudsen. It's Monday, March 9th. Coming up on the show, inside Kristi Noem's rocky tenure at dhs. This episode of the Journal is presented by Intuit Enterprise Suite. If your finance team spends more time finding data than using it. If there's one entity here and one here and one here and one here. If scaling your business feels like starting over, you need the Intuit ERP. Intuit Enterprise Suite, the AI native ERP is here from the makers of QuickBooks. Learn more at intuit.com ERP
B (2:36)
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