The White House has found a new recruit to sell the US war on Iran to an increasingly sceptical American public: SpongeBob SquarePants.
In a video posted by the White House on X, a clip of the cartoon character says, “do you want to see me do it again?” as unclassified footage of US missiles blowing up Iranian jets and trucks appears. The caption reads: “Will not stop until the objectives are met. Unrelenting. Unapologetic.”
An unlikely warmonger, SpongeBob SquarePants is just one of the internet memes harnessed by US officials in a propaganda campaign that has drawn heavily on video games, action movies and cartoons to celebrate American military prowess in Iran.
Will not stop until the objectives are met.
— The White House (@WhiteHouse) March 5, 2026
Unrelenting. Unapologetic. 🔁 pic.twitter.com/iM9fqjn1zc
Donald Trump’s White House has deployed a galaxy of pop-culture icons to hype up American martial virtues and divert attention from the growing human and economic devastation of the war.
“This is a memification and a gamification of war,” said Nick Cull, a historian of propaganda at USC Annenberg School for Communication and Journalism. “It’s an appalling way to represent conflict.”
It is unclear how effective it’s been. An Ipsos poll this month found only 29 per cent of Americans approved of the US strikes in Iran and 43 per cent disapproved.
But Roger Stahl, professor of communications studies at the University of Georgia, said the purpose of the videos wasn’t necessarily to win over voters unconvinced about the wisdom of going to war against Iran.
“It’s to galvanise the Maga base with a kind of thrilling, easy-to-digest version of that conflict that appeals to the base instincts of gamers and people who think that war is just a series of one-liners from Hollywood,” he said. “But to probably 70 per cent of the population, a good majority at least, it’s just shocking.”
Perhaps the most striking video put out by the White House depicts the war as a Nintendo game, mixing footage of missile strikes with images from Wii Sports.
To a sprightly soundtrack, a cartoon player is shown scoring a bullseye, hitting a hole in one and bowling a strike, with each shot cutting to footage of missile strikes in Iran. An announcer bellows sporting clichés: “It’s Out of the Park!” “Slam Dunk!” and “Knockout!”
Another video along the same lines, entitled “JUSTICE THE AMERICAN WAY”, includes clips from Top Gun, Braveheart, Breaking Bad and the anime Dragon Ball Z, and ends with a voiceover saying “flawless victory”, lifted from the video game Mortal Kombat.
White House deputy communications director Kaelan Dorr reposted the clip with the caption “Wake up, Daddy’s Home”.
“They’re like ads for a knock-off Tom Cruise movie,” said Peter Loge, director of the School of Media and Public Affairs at George Washington University.
“It hides the gruesome realities of conflict and war,” he went on. “You don’t feel the grief, you never see the aftermath of the conflict or the violence.”
The Justice video has drawn angry responses from some in Hollywood. Director and actor Ben Stiller, whose film Tropic Thunder was featured in the montage, demanded the White House remove the clip.
“We never gave you permission and have no interest in being a part of your propaganda machine,” he wrote on X. “War is not a movie.”
Even former members of the military have expressed disgust. “Sorry to be Debbie downer,” Connor Crehan, an Iraq war veteran and BarStool Sports host, wrote on X. “War isn’t a video game. The consequences of war are final. I wish we didn’t treat it with such a cavalier approach.”
The White House denied that it was trying to reduce the war to a game. “The legacy media wants us to apologize for highlighting the United States Military’s incredible success,” said spokeswoman Anna Kelly.
“But the White House will continue showcasing the many examples of Iran’s ballistic missiles, production facilities, and dreams of owning a nuclear weapon being destroyed in real time.”
The videos mark a big departure from the high moral tone normally adopted by US administrations entering into a global conflict.
When President Woodrow Wilson took the US into the first world war, he famously argued that “the world must be made safe for democracy”. In framing Operation Desert Storm in 1990, George HW Bush hailed the prospect of a “new world order” emerging from “these troubled times”.
“Traditionally the US government has spoken about war as something regrettable and necessary for a carefully considered diplomatic objective,” said Cull.
“They’ve sought to carry the American public with them . . . and persuade the world that it is in the best interests of humanity. And I don’t think those sorts of priorities are detectable in [Trump’s] messaging here.”
On the contrary, the videos seem squarely aimed at the president’s core supporters, especially the young men who voted for him in huge numbers in the 2024 presidential election.
Posts by White House officials over the past three weeks have been sprinkled with gamer and streamer slang. “W’s in the chat boys,” wrote Steven Cheung, Trump’s director of communications, above a video mixing strikes in Iran with an animation from Call of Duty: Modern Warfare 3.
“Based Department? Yes. I’ll hold,” wrote Kaelan Dorr as he reposted another propaganda video on X, using the Gen Z word that means “bold” or “unapologetic”.
The clips build on a tradition established by the Department of Homeland Security last year. One viral video with the caption “Gotta Catch ‘Em All” showed ICE agents blowing in doors, and handcuffing and leading away undocumented immigrants to a song from the Pokemon cartoon. The clip was viewed 75.5mn times.
Loge compares Trump’s messaging style to pro wrestling. “He’s embracing the spectacle [of war]more than any of his predecessors have,” he said. But he warned that there was a risk for the White House that public support could collapse when the reality of the conflict hits home.
“It’s like turning on the lights on an amusement ride,” he said. “You can only suspend disbelief for so long.”
