This paper critically investigates the use of Facebook advertisements by the Vote Leave campaign during the 2016 Brexit referendum through the lens of Multimodal Critical Discourse Analysis (MCDA). The paper aims to uncover how the campaign’s strategic use of visual and textual elements might have influenced public opinion and voter behavior. Utilizing a theoretical framework that integrates concepts of discourse, ideology, and multimodality, the study analyzes a selection of targeted advertisements to understand the interplay of these elements. Furthermore, the research reveals that the Vote Leave campaign effectively leveraged emotional and ideological appeals to shape perceptions of the European Union, portraying it as a threat to British sovereignty, cultural identity, and economic stability. The combination of visual and textual elements successfully embedded the campaign’s ideological messages within the public consciousness, potentially influencing the outcome of the referendum. The findings, for example, the frequent use of British cultural symbols to invoke a sense of nationalism and nostalgia, or the use of metaphors to reinforce the campaign’s narrative, underscore the powerful role of digital political advertising in contemporary electoral processes and highlight the importance of critically examining such content to understand its influence on voter perceptions and behavior. This paper contributes to the broader understanding of how multimodal discourse shapes social realities and political outcomes.