Back in February, during the Before Time, I wrote about a billboard created by the Lincoln Project, a group of prominent anti-Trump Republicans.
The New Hampshire billboard
I was not, to put it diplomatically, a fan.
Last week the Lincoln Project made a much bigger splash with a one-minute video, “Mourning in America,” posted online. This week the spot appeared in three key broadcast markets: Milwaukee, Wisconsin; Fort Meyers-Naples, Florida; and the state of Ohio.
The ad looks a lot slicker than the billboard. Its creators claim it took only “a matter of hours” to produce, cost only $5,000, and got 1.5 million views before the three-state release. That sounds like an impressive return on investment.
But the ad falls apart under scrutiny. Let’s take a look at its three rhetorical failings.