Short videos of the president stumbling down a ramp and appearing sickly and crazy. A speaker's voice suggests that this is exactly the case: “Poor, weak, low energy. Just like your presidency. Just like you". The message: Trump is not suitable for the presidency.

Trump is ridiculed

The Lincoln Project has produced many ads in recent months, in which Trump is belittled and ridiculed. The idea is to use the same strategy against the president that he himself uses against his political opponents. Trump suggests, for example, that Joe Biden, the Democratic challenger in this fall's election, would be senile.

The Lincoln Project, one of several Republican dissident groups, was formed late last year. The group believes that Trump threatens US democracy, and has therefore supported Democrat Joe Biden.

"We have never before supported a Democrat, but Trump must be defeated," the founders wrote in a debate article in the Washington Post in April.

Set of 130 million

Most of the group's sponsors are private individuals who donate $ 200, equivalent to approximately SEK 1,800, or less. Major donors include Christy Walton, heir to the world's largest retail chain, Walmart.

Opinion polls show that Joe Biden leads by close to 10 percentage points nationally. At the same time, most Republican voters say they intend to vote for Trump this fall. The Lincoln Project cables its television commercials, which have been seen by nearly 130 million Americans, primarily in the states that are believed to be the wave leaders in this fall's election.

Tone of anger and fear

The TV ads have also been criticized from a liberal point of view. The magazine The Atlantic, for example, considers parts of the campaign to be indecent and engages in "personal insult" of the president.

But The Lincoln Project believes that, with its background, it knows how to best reach Republican voters. Their ads are deliberately emotional, often with an underlying tone of anger and fear. It was a recipe that attracted voters to Trump in 2016, maybe four years later it could work to attract voters from him.