The campaign, created by the ad agencies Image Media Services, Inc. and JWT INSIDE, a subsidiary of J. Walter Thompson, centers around the theme “Protected by…the U.S. Border Patrol.” The message, which is meant to serve as a new rallying point (or “brand”) for this key operational office within CBP, is meant to signify that the Border Patrol plays a critical role in keeping ordinary Americans safe and protecting our nation’s way of life, because they are on patrol 24/7/365.

“With this ad campaign, we want to showcase our premier agency so that those seeking a career in law enforcement will consider joining the ranks of the U.S. Border Patrol. This ad campaign will help CBP attract the best applicants around the country,” said Joe Abbott, Director of CBP’s National Recruitment Division. The ads are set to air broadly across the country on cable television networks including the History Channel, A & E, Military History, Speed Channel, and Fox Sports.