Commentary: Trump’s ‘Chipocalypse Now’ is no joke, though it absolutely sounds like one

“Chipocalypse Now.” When the slogan rolled out Saturday, it sounded like a campaign for Chipotle’s latest rebrand of the humble burrito. The reality was less savory. It was a declaration of war, on an American city, by a sitting president, under the guise of a harmless meme.

Referencing the 1979 film “Apocalypse Now,” President Trump’s Truth Social account posted an AI-generated image of the 79-year-old as the much younger Lt. Col. William Kilgore (Robert Duvall’s character in the film). It was captioned, “‘I love the smell of deportations in the morning…’ Chicago about to find out why it’s called the Department of WAR,” a parody of a famous quote from Francis Ford Coppola’s masterpiece. (The original line: “I love the smell of napalm in the morning.”)

The image, meant to look like a movie poster, was emblazoned with the words “Chipocalypse Now” and showed Trump’s image in front of the Chicago skyline, replete with helicopters, flames and a plume of smoke. As for the “Department of War” reference, Trump signed an executive order Friday to rename the Department of Defense, alleging that its old moniker is “woke.” Your tax dollars at work …

Trump’s post generated all manner of concern and outrage, as it should when the White House threatens a military operation on American soil. Illinois Gov. JB Pritzker blasted Trump’s meme via X. “The President of the United States is threatening to go to war with an American city. This is not a joke. This is not normal,” he wrote. “Donald Trump isn’t a strongman, he’s a scared man. Illinois won’t be intimidated by a wannabe dictator.”

Sen. Dick Durbin (D-Ill.), who spoke to reporters while attending Mexican Independence Day celebrations in Chicago over the weekend, called Trump’s post “disgusting.”

It’s no mistake that “Chipocalypse” sounds as innocuous as a bag of Flamin’ Hot Doritos, but subterfuge is the point. The “I’m kidding but not really” tactic has been referred to as memetic warfare, where everything in a manufactured ecosystem like Trump’s appears to be a harmless joke. MAGA has mastered the art, deploying pop culture-inspired memes that feature an AI-generated Trump as Superman, a Jedi or Sydney Sweeney posing seductively for a denim ad. How can such a playful fellow have dictatorial aspirations?!

If you get upset like Sen. Durbin, MAGA insists it’s because you are “humorless and can’t take a joke.” Funnily enough, when California Gov. Gavin Newsom used the same approach to troll Republicans, they weren’t laughing.

Trump wasn’t jokey or fun Sunday when NBC News’ Yamiche Alcindor asked him about the meme on the South Lawn of the White House. He was condescending when he called her “darling” and referred to her question as “fake news.” When Alcindor attempted to respond, Trump snapped back.

“Be quiet, listen! You don’t listen! You never listen,” he said. “That’s why you’re second-rate. We’re not going to war. We’re gonna clean up our cities. We’re gonna clean them up, so they don’t kill five people every weekend. That’s not war, that’s common sense.”

If sense of reason were part of his crime-fighting quotient, his troops would be invading the metro areas with the highest number of murders per capita — New Orleans first, then Memphis, Tenn., and St. Louis. Yet he has left those red-state cities off his list in favor of places run by Democrats.

Trump has talked for weeks about sending ICE, U.S. Customs and Border Protection and other enforcement agencies to Chicago. The president claims it’s to combat out-of-control crime rates and to execute mass deportations. He’s already targeted Los Angeles and Washington. D.C., which like Chicago are under Democratic control.

“The president’s threats are beneath the honor of our nation, but the reality is that he wants to occupy our city and break our Constitution, we must defend our democracy from this authoritarianism by protecting each other and protecting Chicago from Donald Trump,” Chicago Mayor Brandon Johnson wrote on social media.

Trump’s Department of Homeland Security announced Monday that it was launching a surge of immigration law enforcement in Chicago. They came up with another slogan: “Operation Midway Blitz.”

If only that was a stupid meme too.