Trump campaign leader Brad Parscale tells CNN that it is a $ 6 million advertising auction on television and digital. The 60-second spot is focused on the thriving economy, with flashbacks to the economic crisis that began 10 years ago, and warned that "it could all disappear if we do not remember where we came from".
The move is unprecedented, given that the president is not really on the ballot 6 November. But on the other hand, so was formally filing for re-election at the inauguration day January 20, 2017.
"What this ad shows is that it is going to get better, we must continue to vote for the Republican and continue to follow the President's agenda," Parscale told CNN in an interview.
"Sometimes success can bring complacency, we have to remind them to remind us that the economy is not just a given in the United States, but it also costs work," he added.
It has echoes of Ronald Reagan's famous 1984 "Morning In America" re-election ad, which Parscale says he looked at and considered (quick to say he was eight years old when it came out) but notes that it is, "far more emotional hook and using modern technology, what we have learned about making TV commercials on the commercial side of business."
It was actually produced to be a more Superbowl commercial than a political ad – the same emotional approach that was used to sell Trump 2016.
"You have to make people feel things, I think that's what commercials are, from a commercial for a car, a phone or whatever, they want to do it." The first iPhone was sold by how exciting it was to get photo & # 39 ; s to make your family, not how great a phone was, "recalls Parscale, who had long been ahead of politics in the market.
He said the ad had been developed for several months, which according to him was the time and money to set up the Trump campaign so early.
"Most political ads get barely a week or two, the way we did that is considerable, that's more how you do it in the commercial world, you're really planning a product launch, in 2020 we have Trump 2.0, a new product launch. what are we going to do for another four years, and we have to be ready to sell that, "explained Parscale.
Trump 2020 has already raised more than $ 100 million, which is now causing a number of painful feelings among Republicans now voting, and accuses team Trump of accumulating campaign money that they could pick up before 2018.
"Yes, well, I think that's unfortunate," Parscale said about the GOP that grumbled: "I think we'll do everything we can to help them with that money."
"Almost everything I've done for & # 39; 18 has been completely focused on interim sessions, such as the unprecedented $ 20 million we spend on it $ 300,000, $ 400,000 rallies $ 700,000 rally & # 39; I do not think anyone in history has ever done that, "he added.
Parscale noted that the rallies are "shows," where "fans now go out and say that was great". "
The Trump rhetoric and violence
Part of the Trump show naturally tends towards harsh rhetoric against political opponents and the media.
CNN images from one of those meetings last year show how Cesar Sayoc managed to circumvent anti-CNN sentiment. Federal authorities say they have evidence that Sayoc sent 14 mail bombs to the president's critics, including two of the president's democratic predecessors. Another pack bomb forced the evacuation of CNN's offices in New York after it was discovered in the mail room.
Does the President's rhetoric take any responsibility? When pressed, Parscale insisted that the answer is no.
"Let me be very clear, I do not think the president or myself in this campaign, we do not approve of violence in any way." I want to be very clear. "Do I think there is a fight against the media and the Democrats? Yes, but I think it's one that has been done with our hearts and minds, I do not think it's ever done with the fist, I would never ever believe or ever try to do anything or ever condone violence to anyone in the media or anyone in this country, I do not think that this president does, "replied Parscale.
They are not just rallys. The Trump campaign sends emails about fundraising that are attacking the media, particularly CNN. Parscale apologized last week for the timing of someone sent under the name of the daughter-in-law Lara Trump, the day a pipe bomb was found at CNN. But he does not apologize for the content of the e-mail, which said: "It is time for us to give the media another wake-up call for the American people."
"Well, the wake-up call is to show them 100,000 names that do not like it." There are many different wake-up calls. We should not always assume that everything is violent, "explained Parscale.
And what about people who do not have all their mental abilities and who speak that language as a green light for violence?
"Yes, that's a shame, there's not much you can do about that kind of people," Parscale said.
"I will tell you as one of the leading Trump people and the campaign leader of Trump's army, that I would never want a person to do something violent against someone, I do not think you change your mind because of that. that this is the way to change the country for the better, "he added.
To the question of whether, given the events of recent weeks – a potentially lethal weapon sent to CNN – he would otherwise think about language in Trump's letterhead, the answer was: "I do not think so".
"Look, again, I think it's unfortunate, this should never happen to anyone, to say that we do not fight for what we believe is not true," he said.
But he did a concession.
"I should probably continue to do better to make sure that people who support this president support our party understand that this should never be done with violence, and nobody should worry about it."
CNN & # 39; s Bridget Nolan contributed to this report.