Kristi Noem Spent $20,000 on Horse Rental for Immigration Ad

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More than $200,000 in taxpayer money was used to produce an immigration advertisement featuring then-Homeland Security Secretary Kristi Noem, including a $20,000 expense for horse rental. The list of costs, disclosed by Democratic senators, also included a $60,000 'signing bonus' for the production company, as well as expenses for hair, makeup, and other vendors.

Why it matters

The high costs of the ad campaign, which prominently featured a political figure, have raised concerns about the appropriate use of taxpayer funds for government advertising. The involvement of Noem's former aide and the production company's ties to the DHS spokesperson have also sparked questions about potential conflicts of interest.

The details

The list of expenses paid to the Strategy Group Company, the subcontractor tasked with producing the $220 million ad, included $107,405 in labor costs, a $60,000 'signing bonus', $52,599 for videography, photography, and production vendors, $20,000 for horse rental, $3,781 for hair and makeup services, $500 for a magic store, and $41,852 for other vendors. The total cost in taxpayer dollars was $286,137.

• The ad campaign featuring Kristi Noem was produced in 2026.

What’s next

The Senate Judiciary Committee and Senate Permanent Subcommittee on Investigations are expected to continue their inquiries into the ad campaign and the use of taxpayer funds.