The Heritage Foundation’s ad is part of a broader effort by the organization to create a unique narrative around the nation’s milestone birthdays.
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If you’re watching a football playoff game over the next few days, you might see a new ad that says “America. The Beautiful.” It’s part of a $9 million marketing campaign developed by the Heritage Foundation, a conservative think tank known for its influential Project 2025 blueprint.
The film depicts the evolution of the American nuclear family around the dinner table, from the nation’s early days to the present and the future. Over time, the family’s clothing, hair, and ethnicity change to reflect the different eras of the country, but the ads always show the family praying together, with the male figure at the head of the table.
“A lot has changed since America was founded 250 years ago, including the homes we live in, the clothes we wear, the jobs we have, and the conveniences we enjoy,” the ad reads.
“But there are some things that will never change: the commitment of a couple, the importance of passing on our values to our children, the rewards of service to our community and country, and God’s faithfulness.”
The ad debuted during an NFL playoff game over the weekend and will run through April on cable networks including TBS, TNT, USA, TV Land, ESPN, Fox News and Hallmark.
The Heritage Foundation’s ad spot is not affiliated with America 250, the official bipartisan group charged by Congress with planning for the anniversary of the signing of the Declaration of Independence.
Rather, it is one in a series of efforts by political groups, lobbying groups and businesses to set their own narrative around the nation’s milestone birthday, how it represents its history and how it defines its future.
The ad promotes the Heritage Foundation’s values, including “work to restore the natural family” as a pillar of American life, defines civil rights as “a sacred heritage rooted in love of country, civic virtue, and faith in God,” and seeks to promote military power.
The Heritage Foundation has been working to end diversity, equity and inclusion initiatives across the country, including in the federal government, but the ads included people from diverse backgrounds, including Black, Hispanic and Asian families.
Heritage Membership Director Tony Johnson argued that the organization’s stance on DEI efforts does not reflect its views on diversity. He said the organization wants its campaigns to “reflect the broad spectrum of Americans,” but argued that DEI does not “celebrate diversity” but rather “enforces ideological conformity.”
Johnson said the organization is taking a “forward-looking” approach to the nation’s 250th anniversary, considering how it can preserve America’s “blessing to future generations.”
What is the Heritage Foundation?
Founded in 1973 during the Richard Nixon administration, the Heritage Foundation has been influential in Republican politics for decades and was a strong supporter of President Donald Trump throughout his decade-long tenure in American politics.
Heritage Foundation President Kevin D. Roberts said in a January 2024 interview with The New York Times that he sees the foundation’s role as “institutionalizing Trumpism.” Roberts later told Steve Bannon on the podcast “The War Room” that the country was “in the process of a second American Revolution, and if the left allows it, it will be bloodless.”
Since taking office for his second term, President Trump has worked at breakneck speed to enact many of Project 2025’s policy recommendations, including eliminating most government efforts to achieve equity, dismantling the federal bureaucracy, and restricting access to abortion.
President Trump has appointed several officials with ties to the Heritage Foundation to his administration. Russell Vought, a principal architect of Project 2025 and former vice president of advocacy at the Heritage Foundation, leads the Office of Management and Budget. President Trump nominated E. J. Antoni, the organization’s former chief economist, to lead the Bureau of Labor Statistics.
Organization takes control of America 250
The Heritage Foundation is not the only organization trying to sell its vision for its semi-quincentenary.
Americans for Prosperity, an organization founded by famously conservative billionaires Charles Koch and the late David Koch, created a modern Declaration of Independence and created its own one-minute ad advocating for limited government.
Youth 250, a bipartisan initiative of Gen Z Americans, is also creating a unique and undefined concept of what they see as a shared vision for the country’s future.
From Coca-Cola to the NFL to Ford, states, communities and businesses across the country are celebrating the anniversary in unique ways with parades, reflective displays, commemorative bottles and more., Activities and special edition cars.
America250 was created by Congress 10 years ago to plan and coordinate a national program of events.
President Trump has now started his own nonprofit organization called Freedom 250, which organizes its own events, including Ultimate Fighting Championship matches on the White House lawn and high school athletic competitions that have been compared to the fictional Hunger Games and ridiculed by Democrats.
Government agencies such as the Interior and State departments have realigned their programs under the White House agency rather than the “America250” brand they previously used.
Rosie Rios, president of America 250, said the two organizations are working together and that Mr. Trump is “entitled to plan whatever celebration he wants to plan.”
Carissa Waddick, who covers America’s 50th anniversary for USA TODAY, can be reached at kwaddick@usatoday.com.
