UNITED SOMALIA?: Blue city mayor runs campaign ad entirely in Somali language

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Minneapolis Mayor Jacob Frey recently released a two-minute campaign advertisement entirely in the Somali language amid his bid for a third term.

In the video, Frey introduces himself as “Jacob Frey, Mayor of Minneapolis,” and addresses Somali residents from cities like Mogadishu, Hargeisa, and Kismayo, declaring, “Minneapolis is your city.” He emphasizes the “long-standing and deep” bond between Somalia and Minneapolis, noting the city’s role as a growing home for Somali immigrants and refugees.

Frey vows to protect the community from external threats, specifically railing against Donald Trump’s travel ban, which he claims seeks to “alienate our Somali residents, our neighbors, and friends whom we love.” The ad concludes with a festive “Eid Mubarak” greeting, invoking blessings for the Muslim holiday and underscoring cultural solidarity.

This isn’t Frey’s first foray into Somali engagement; he has previously danced on stage at the Somali Day Festival and proclaimed July 1 as Somali Culture Day in the city. The video quickly went viral on social media, amassing millions of views and sparking widespread criticism.

Frey’s decision to deliver the message in Somali stems from Minnesota’s demographic makeup, where the state hosts the largest Somali-American population in the U.S., estimated at over 86,000 individuals. Concentrated heavily in Minneapolis, particularly in neighborhoods like Cedar-Riverside—often dubbed “Little Mogadishu”—this community comprises about 1.12% of the state’s total population and wields significant electoral influence. Frey, who won his previous two terms with strong Somali voter support, faces a formidable challenger in State Senator Omar Fateh, a Somali-American democratic socialist endorsed by the local Democratic-Farmer-Labor Party. By speaking directly in Somali, Frey aims to reaffirm his alliance with this key bloc, countering Fateh’s appeal as a native advocate for immigrant issues.

However, the ad has ignited fierce backlash, with many decrying it as pandering and a betrayal of American identity. Online commentators mocked Frey’s “broken Somali” pronunciation, with one viral post quipping, “You wanna try that again in English, chief?”

U.S. Representative Chip Roy joined the outrage, tweeting, “This must be stopped,” implying it erodes national unity. Right-wing outlets like The Gateway Pundit labeled it “peak humiliation” and evidence that Minneapolis has become “Islamized,” accusing Frey of prioritizing foreign loyalties over U.S. citizens. Many argue that official communications should remain in English, the de facto national language, and view the ad as emblematic of broader failures in assimilation amid the city’s ongoing challenges with crime and economic woes.

Despite the controversy, Frey’s team defends the move as inclusive governance, insisting it strengthens community ties in a diverse metropolis.

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