Marco Rubio, the US secretary of state, has ignited speculation about a potential 2028 presidential campaign by releasing a campaign-style video that presents a hopeful vision for America. The minute-long vertical video features images of Rubio, Donald Trump, jets flying over the White House, Americans of diverse backgrounds, former president Ronald Reagan, and the American flag being raised against a blue sky.
The video's audio comes from a White House press briefing earlier this week, where Rubio stood in for press secretary Karoline Leavitt, who is on maternity leave. During the briefing, a reporter asked Rubio: "I've got to ask you, what is your hope for America at a time such as this?"
Rubio responded: "My hope for America is what it's always been. I think it's the hope I hope we all share. We want it to continue to be the place where anyone from anywhere can achieve anything, where you're not limited by the circumstances of your birth, by the color of your skin, by your ethnicity, but frankly, it's a place where you are able to overcome challenges and achieve your full potential."
He added: "I think that should be the goal of every country in the world, frankly, but I think in the US – we're not perfect. Our history is not one of perfection, but it's still better than anybody else's history. And ours is a story of perpetual improvement. Each generation has left the next generation of Americans freer, more prosperous, safer, and that is our goal as well."
Rubio continued: "But it is a unique and exceptional country and, as we come upon this 250-year anniversary, I think we have a lot to learn and be proud of in our history. It is one of perpetual and continuous improvement, where each generation has done its part to bring us closer to fulfilling the vision that the founders of this country had upon its founding."
The comments, which strike a more optimistic tone than those of Trump or Vice-President JD Vance, quickly went viral on social media. Many users framed it as the unofficial start of Rubio's White House campaign. Laura Loomer, a rightwing activist close to the president, tweeted: "Wow! This looks like it could be a launch video for a Presidential campaign. Amazing production quality and vibes."
Elon Musk, the billionaire tech entrepreneur who led Trump's controversial government efficiency drive last year, posted a clip of Rubio's briefing remarks on his X platform without comment. Actor and comedian Rob Schneider replied: "THIS should be the NEXT President of these United States."
Influencer Kaizen D Asiedu wrote on X: "Marco Rubio is looking more presidential every day." Neil Stone, an infectious diseases doctor, commented: "Marco Rubio is extremely eloquent I think he's going to be the next President JD Vance isn't in the same league." Actor Kevin Sorbo wrote: "It's so refreshing to hear a politician who has hope for our future."
Even some Trump sceptics were impressed. Ashish Jha, a doctor and academic who served as White House Covid-19 response coordinator under Joe Biden, tweeted: "An extraordinary response from @SecRubio. This should be everyone's hope and vision for America."
Rubio, a former senator for Florida, ran for president in 2016 but was humiliated by Trump, who gave him the disparaging nickname "Little Marco." However, his star has risen over the past decade, and he is now seen as a leading contender to succeed the president. In March, a straw poll of attenders at the Conservative Political Action Conference (CPAC) in Grapevine, Texas, for the 2028 Republican presidential primary put Vance at 53% and Rubio at 35%. But Vance is now torn between loyalty to Trump and his doubts about the war in Iran, for which he undertook a failed diplomatic mission to Islamabad.
Rubio has gained meme status due to the multiple roles he plays in the administration. On Thursday, he met Pope Leo at the Vatican to ease tensions after Trump's repeated attacks on the Catholic leader over the Iran war.
Critics, however, were not impressed by the hope soliloquy he delivered at the press briefing. Joe Walsh, a former Republican congressman, tweeted: "Rubio sold his soul to support & work for a President who is the utter antithesis of everything Rubio so 'eloquently' expresses here. Trump's America is the exact opposite of what Rubio says here. What does that say about Rubio?"
Garry Kasparov, a pro-democracy activist and chess grandmaster, admitted that Rubio "is a professional," but added that "being the only member of the Trump admin who can complete a thought and a full sentence only highlights his fall from grace. The White House he serves has attacked the laws, norms, and dreams for America that Rubio eloquently expresses."
