Donald Trump Is Completely Absent in His Official Closing Ad for the Midterms

The Trump campaign seems aware the president isn’t popular with a crucial demographic.

AP Photo/Andrew Harnik

Fight disinformation: Sign up for the free Mother Jones Daily newsletter and follow the news that matters.

Donald Trump has spent the last two years making the Republican Party about himself—dominating the policy decisions, forcing GOP lawmakers to recast themselves in his image, and hoovering up tens of millions of dollars in campaign contributions that otherwise might have ended up in congressional campaign coffers. But now, in his last-minute salvo before the election, there is mysteriously no Trump. 

Trump’s 2020 campaign, which has raised a whopping $60.6 million, is spending $6 million to plaster a lengthy, one-minute campaign ad across national airwaves and cable networks for the next seven days. And the ad, released Monday morning, targets a demographic that is Trump—and the Republican Party’s—greatest weakness: college-educated suburban women. But despite total Trump-centrism since the last election, this big final push by the Trump campaign has absolutely no mention of the president until a tiny credit at the end of the spot.

In the ad, a woman and her family move into a new house, and as she prepares her young daughter to attend violin lessons, she recalls news clips of how bad things were back during the Great Recession, juxtaposed with better media coverage of the economy today. Then, in a not-so subtle reminder that no one will know how you vote on Election Day, the woman pauses before leaning into the shadows of a voting booth and checks the box for a female Republican candidate. The ad then shows the woman and her husband proudly watching their daughter perform a violin concert in the future. The ad closes with the tagline: “Things are getting better. We can’t go back.”

There’s no Trump and none of his catchphrases. In fact, the closest the ad gets to a mention of Trump is a radio voice intoning, “Look we can’t get distracted from the biggest issue, which are jobs and our kids’ futures”—an obvious reference to Trump’s tendency of veering off message and into controversy.

We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

payment methods

We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate