The United States government has launched a social media campaign using memes, video game imagery and pop culture references to promote its military operations against Iran, drawing both attention and criticism from communication experts and former officials.
Videos posted by the White House and the Pentagon on platforms such as X, TikTok and Instagram combine footage of US military strikes with clips inspired by video games and popular films. The campaign comes as Washington continues its military operation against Iran, known as Operation Epic Fury, which began with a US-Israeli bombing campaign on February 28.
Video game style videos used to showcase strikes
One of the most widely shared videos begins with footage styled like gameplay from the first-person shooter video game Call of Duty. The clip quickly transitions to scenes of fighter jets launching from aircraft carriers, missiles striking targets and explosions shown in slow motion.
Each explosion is followed by a graphic resembling a "kill score" display used in shooting games, reinforcing the video game-style presentation. The video has reportedly been viewed more than 58 million times across social media platforms.
The montage features dramatic music and narration emphasising the strength and technological capability of the US military.
Pop culture memes dominate the campaign
Several other videos posted by official accounts incorporate references to widely recognised characters and films. One short clip features the animated character SpongeBob SquarePants repeatedly saying, "Wanna see me do it again?" between scenes of missile strikes and explosions.
Another compilation blends scenes from films such as Iron Man, Top Gun, Braveheart and Gladiator with footage of US military hardware and combat operations.
In another video, a viral meme featuring an animated green lizard from the Pixar film Elio is used repeatedly, with each tap on a glowing screen followed by the launch of missiles.
These clips are designed with fast editing, dramatic music and visual effects that resemble action movie trailers.
Critics call it "gamification" of war
The campaign has been criticised by communication experts and former government officials, who argue that the approach trivialises the human cost of war.
James Glassman, who served as under secretary of state for public diplomacy during the administration of former President George W. Bush, said communication during wartime should focus on explaining the reasons behind military action.
According to him, governments should be addressing both domestic and international audiences about why the conflict is happening, rather than showcasing military destruction through stylised videos.
Critics say presenting warfare in a video game-like format risks turning serious conflict into entertainment.
Administration defends messaging strategy
The White House has defended the campaign, stating that it highlights the success of US military operations against Iranian military capabilities.
White House spokesperson Anna Kelly said the administration would continue to share examples of Iranian missile systems, production facilities and military assets being destroyed during the conflict.
Officials say the videos demonstrate the effectiveness of US military technology and operations in real time.
Campaign targets younger audiences
Some analysts believe the messaging strategy is designed to appeal particularly to younger male audiences who are familiar with video games, internet memes and pop culture.
Kristopher Purcell, a former White House communications official during the lead-up to the 2003 Iraq War, said earlier administrations spent months presenting arguments to justify military action before conflicts began.
In contrast, he said the current strategy appears to promote the conflict through social media after the operations have already started.
Experts also note that younger male voters were a key demographic in Donald Trump's 2024 election victory, making them a likely target audience for the campaign.
Military leadership takes more sober tone
While the social media videos emphasise dramatic visuals and action-style storytelling, US military leaders have taken a more restrained tone when discussing the conflict publicly.
Chairman of the Joint Chiefs of Staff General Dan Caine recently acknowledged the deaths of several US service members involved in the operations and expressed condolences to their families.
The contrast between the sombre official statements and the highly stylised online videos highlights the evolving role of social media in shaping public narratives during modern conflicts