Thanksgiving got a political jolt this weekend in West Palm Beach, Florida. The Women’s March WIN political action committee dropped a new ad aimed squarely at Immigration and Customs Enforcement (ICE) officers—urging them to quit—and it couldn’t have landed at a more pointed moment: President Donald Trump is spending the holiday in town.
“Our goal behind this is not to agitate the public to dislike ICE – I think that ICE is doing that on its own,” said Rachel O’Leary Carmona, the executive director of Women’s March WIN, speaking with Zeteo Saturday.
The ad doesn’t talk to the public—it talks to ICE officers themselves, forcing them to confront the consequences of their work on real families. “Our goal here is to talk directly to ICE as representatives of the mothers, the sisters, the abuelas, the daughters that they have to come home to after tearing kids’ parents from them and deporting them, and really have them think about the consequences of their actions from the frame of their own family,” Carmona said.
The spot is chilling in its simplicity: an ICE agent comes home, and their young daughter asks, “how was your day?” Then a voice cuts in: “A mask can’t hide you from your neighbors, your children and God; they’ll know. You can walk away before the shame follows you home.”
The timing is no accident. Trump’s One Big Beautiful Bill Act, the budget reconciliation package stacked with tax cuts and social service reductions, also included a massive ICE funding boost—from around $10 billion to $28 billion annually. That money has supercharged deportation efforts, with over 138,000 arrests nationwide by late July—more than quadruple the total arrests of the previous fiscal year.
The campaign will start in Palm Beach but is expected to roll out in Charlotte, North Carolina, and Chicago, Illinois—two cities that have been hit hard by immigration raids.
Carmona framed the ad as more than a political attack. It’s a moral appeal: “We can find ways to combat this that are in line with our values and don’t have you misaligned with yourself, with your family, with God, with what you believe to be true. And there’s actually nothing but honor in that.”
The message is clear. ICE agents may wear a uniform, but they can’t hide from the human cost of their actions. This Thanksgiving weekend, that reckoning comes right to their doorstep.
Watch the ad below.
