Political ads that attack President Trump, like those produced by the Lincoln Project, tend to go viral, but Jess McIntosh, a veteran Democratic communications strategist, told Vanity Fair that's not the way to go if Democrats (or, in the case of the Lincoln Project, anti-Trump Republicans) want to prevent the president's re-election.
McIntosh specifically criticized "scary, doom-and-gloom, negative spots" that use Trump's voice or even just his face. She said they "not only aren't working with people that we want, they're causing backlash among the people that we need."
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