‘Who is this for?’ Onlookers baffled as Trump admin shares bizarre love-themed ICE video

The Department of Homeland Security left onlookers baffled Friday after publishing a montage video featuring Immigration and Customs Enforcement agents – often zooming in on their biceps – set to the love song “Diet Pepsi” by Addison Rae, and with the caption “ICE is HOT.”

Shared on social media, the video also featured a link for Americans to apply online to become ICE agents. The bizarre recruitment ad left more than a few observers confused.

“I wish [the Department of Homeland Security] cared as much about mass deportations as they do making Instagram reels,” wrote conservative journalist Eric Spracklen in a social media post on X.

“What the f---,” wrote writer J.P. Hill in a social media post on X to their more than 300,000 followers. “Who is this for?”

The Trump administration rushed to add 10,000 new immigration agents by January 2026, promising generous benefits and pay for new recruits. The administration has proven successful in its hiring efforts, hiring more than 12,000 agents in a year's time and receiving more than 220,000 applications.

In its rush, however, the quality of said ICE recruits has been called into question, producing a wave of “sketchy” newcomers, according to one senior ICE agent who spoke under the condition of anonymity to independent journalist Ken Klippenstein.