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The ads feature Homeland Security Secretary in a blue suit standing with a backdrop of American flags thanking Trump. The ads have caught some attention as they mix campaign-style images of Trump signing executive orders and flying on Air Force One with clips of large groups of migrants crossing the Rio Grande and police cars with sirens blaring.

Noem warns immigrants to leave the U.S. or not to come. “If you are here illegally, we will find you and deport you. You will never return,� she says in one of the videos.

One of the winning firms is People Who Think, LLC, which is owned by Jay Connaughton, a Louisiana-based political consultant who served as media adviser for Trump’s 2016 campaign. Connaughton appeared to have worked as recently as October 2023 with former Trump campaign manager Corey Lewandowski in the campaign of Jeff Landry, for governor of Louisiana. Lewandowski, a longtime Noem adviser going back to her tenure as South Dakota governor, mentioned him in a post on X as part of the team that helped elect Landry.

The other firm selected for the contract was Safe America Media, LLC, which was incorporated in Delaware a few days before the solicitation with an address to a property owned by Republican consultant Mike McElwain. Safe America Media has already been awarded $16 million for the ad buy.

Connaughton and McElwain did not respond to messages and calls seeking comment. DHS still called it a “competitive process� in a statement provided to The Associated Press.

“Following a competitive process with multiple companies competing to deliver the best service, product, and price for American taxpayers, Safe America Media and People Who Think both earned a shared contract for this targeted national and international campaign,� it said. “Multiple career government officials oversaw this competitive procurement process.�

The document posted on a federal contracting database reads in part: “DHS requires an immediate domestic and international campaign to direct illegal aliens within the U.S. and its territories to leave immediately, and to discourage illegal immigration into the country.�

DHS reviewed industry publications and vendors specializing on hyper-targeted media and advertising services and narrowed its search down to four companies that were able to work immediately.

“Any delay in providing these critical communications to the public will increase the spread of misinformation,� the document says.

Noem shared the story behind the ad campaign at the Conservative Political Action Conference last month. She said she had suggested conducting more news conferences to keep the public posted on its immigration actions, but Trump asked for those ads “to make sure the American people know the truth of what you’re doing.�

“But he said, ‘I want the first ad, I want you to thank me. I want you to thank me for closing the border.’ I said, ‘Yes, sir. I will thank you for closing the border.’�

Most of the money spent so far in airing the ads has been on English-language TV stations with more than $2 million, compared to the $360,000 spent to air them in Spanish-language stations around the country, data from ad-tracking firm AdImpact shows.

The data shows it has aired the most in TV stations in Phoenix, Boston, Los Angeles, New York and Dallas. It has also been tracked running on Fox News in larger markets, with most airings captured in the Washington and Philadelphia areas.

___ Associated Press writer Byron Tau in Washington contributed to this report.