Invoices reveal production expenses
Tens of thousands of taxpayer dollars were spent on production costs for a Department of Homeland Security advertisement featuring outgoing Secretary Kristi Noem in front of Mount Rushmore, according to invoices reviewed by CNN.
The records show that a DHS subcontractor, Strategy Group, billed approximately $20,000 for a South Dakota-based barrel racer who provided a horse for the shoot, along with nearly $4,000 for hair and makeup services. The invoices were provided to Sens. Peter Welch and Richard Blumenthal in response to their request for documentation.
Broader advertising campaign under review
The Mount Rushmore advertisement was part of a larger DHS promotional campaign that reportedly cost more than $200 million. The department’s spending on advertising became a point of contention during recent congressional hearings.
Upon taking office, Noem had pledged to reduce wasteful spending within DHS and implemented tighter cost controls across several agencies. However, lawmakers questioned whether the high-profile promotional efforts aligned with those commitments.
Leadership transition
During a hearing earlier this month, Noem told Republican Sen. John Kennedy that President Donald Trump approved the advertising expenditures. Trump later denied authorizing the spending. Shortly afterward, he announced that Noem would depart the department by the end of the month and selected Sen. Markwayne Mullin of Oklahoma as her replacement. Mullin is expected to face a Senate confirmation vote soon.
Additional contract details
The invoices show Strategy Group accrued more than $100,000 in labor costs and received a $60,000 signing bonus related to the production. Approximately $50,000 was spent on videography, photography and other production vendors. The firm’s CEO is married to Noem’s former top spokesperson.
Welch described the spending as potential “waste, fraud, and abuse,” citing the production costs and the signing bonus. Strategy Group has previously disputed claims that the expenses were improper and has accused critics of mischaracterizing the ad’s purpose.
Content of the advertisement
The 60-second ad, filmed in October, features Noem riding a chestnut horse while wearing western attire in front of Mount Rushmore. The spot includes imagery tied to American history alongside references to border enforcement and immigration policy. In the closing lines, Noem speaks about protecting freedom while emphasizing lawful immigration.
The controversy highlights ongoing debates about government spending, political messaging and oversight of federal promotional campaigns.