How the White House is using memes, games and movie clips to sell the war in Iran

How the White House is using memes, games and movie clips to sell the war in Iran

The White House has found an unexpected way to talk about the war in Iran, and it looks a lot like the internet.

In one video posted on X, SpongeBob SquarePants appears on screen saying, “Do you want to see me do it again?” Moments later, the clip cuts to real footage of US missiles striking Iranian jets and trucks. The caption is blunt: the campaign will continue until its objectives are met.

It’s a striking mix. A children’s cartoon paired with real-world destruction.

And it’s not a one-off. Over the past few weeks, the White House has been putting out a stream of similar videos, blending declassified military footage with clips from video games, action films and anime, the Financial Times reported.

Turning conflict into spectacle

Some of the videos feel less like official communication and more like something you’d scroll past on TikTok.

One depicts the war as a kind of Nintendo-style game. It cuts between missile strikes and visuals from Wii Sports, with upbeat music and commentary lines like “slam dunk” and “knockout” layered on top.

Another video, titled “Justice the American Way”, mixes clips from Top Gun, Braveheart, Breaking Bad and Dragon Ball Z. It ends with the line “flawless victory”, borrowed from the video game Mortal Kombat.

The tone is fast, loud and deliberately dramatic. It highlights the strikes, but leaves out what comes after.

Who this is aimed at

Experts say this kind of content is not really about persuading people who are unsure about the war.

Instead, it seems designed to energise a core audience. The language used in posts gives that away. Officials have been using gamer slang and internet phrases alongside these clips, including lines like “W’s in the chat” and “based”.

The style is familiar to younger audiences who spend time online, especially those used to gaming culture and short-form video content.

Criticism from across the board

Not everyone is comfortable with this approach. Media experts say it turns a serious conflict into something that looks like entertainment. One criticism is that it removes the human cost entirely. There is no sense of aftermath, no civilians, no long-term consequences. Just the moment of impact.

There has also been pushback from the entertainment industry. Actor and director Ben Stiller objected to one video that used footage from his film Tropic Thunder, saying it was used without permission and should be taken down. He made it clear he did not want to be part of what he called a propaganda effort.

Even some former military personnel have criticised the tone. One Iraq war veteran said the videos make war look like a video game, when in reality the consequences are permanent and far more serious.

The White House response

The White House has rejected the criticism. Officials say they are simply highlighting the success of US military operations.

A spokesperson said the administration would continue to show how Iranian missile systems, production facilities and nuclear ambitions are being targeted and destroyed.

From their point of view, the videos are about showcasing results, not trivialising the conflict.

A break from how wars were framed before

What makes this stand out is how different it is from past messaging. Earlier US administrations usually framed wars in more formal and serious terms. Leaders spoke about national security, global stability or larger political goals. There was an effort to justify the conflict not just at home, but internationally.

This does feel like a shift. The messaging is quicker, more visual and clearly designed to grab attention, rather than explain what’s actually happening.

Will it work

It’s still not clear how much this is landing. Polls suggest the war itself doesn’t have strong support, with more people against it than in favour.

Some analysts say this kind of approach can only go so far. It might create a sense of excitement for a while, but that can fade once the reality of the conflict starts to sink in.