In the U.S. Census Bureau spot, Rove, former President George W. Bush's senior political adviser, hearkens back to the Founding Fathers to make his case to send back the form by the end of April.
"One of my favorite founders is James Madison, principal author of the Constitution," Rove says. "He created an instrument of democracy by writing into the Constitution a requirement for a census every 10 years to ensure fair representation in Congress."
The spot comes as some Republicans in Congress worry that conservatives may not return their forms as an act of demonstration against the government. Many conservative activists have cheered on such efforts and Rep. Michele BachmannMichele Marie BachmannBoehner says he voted for Trump, didn't push back on election claims because he's retired Boehner: Trump 'stepped all over their loyalty' by lying to followers Boehner finally calls it as he sees it MORE (R-Minn.) has stoked fears that the government could use the survey to intrusively gather information.
Other Republicans have encouraged people to fill out the forms, saying that failure to do so could leave many Republican-leaning areas underrepresented in Congress. Rove's appearance adds a bit of star power to the effort.
The Census, taken every 10 years, is used to redraw congressional districts.