This is Donald Trump's very first general election campaign ad

(Image credit: Video screenshot)

Up until very recently, Donald Trump had spent $0 on campaign ads, a decision that was criticized by some Republicans as Trump has struggled desperately in the polls in recent weeks. But on Friday, Trump dropped his very first general election ad with plans to spend $4.8 million over the next 10 days airing it in Ohio, Pennsylvania, North Carolina, and Florida:

The message is pretty standard for Trump: a Rise-filtered apocalyptic portrayal of an America ruled by Clinton and flooded by immigrants. "Our border open, it's more of the same, but worse," the ad intones.

But in "Donald Trump's America," there is no depressing Instagram filter, with the added bonus of being "secure" because "terrorists and dangerous criminals [are] kept out."

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Hillary Clinton's campaign has spent $61 million on ads so far.

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Jeva Lange was the executive editor at TheWeek.com. She formerly served as The Week's deputy editor and culture critic. She is also a contributor to Screen Slate, and her writing has appeared in The New York Daily News, The Awl, Vice, and Gothamist, among other publications. Jeva lives in New York City. Follow her on Twitter.