“We are fighting the worst president in American history,” said Rick Wilson. Together with three other prominent former Republicans, he founded The Lincoln Project late last year, named after Abraham Lincoln, America’s 16th president who dragged the country through the civil war and is a figurehead for the Republican Party.
A party that has thrown away its ideals, thinks Wilson, who himself worked for the republicans for decades. For example, he was an important adviser to both first and second President Bush. Nevertheless, he will vote democratically in the coming elections. Only Joe Biden can beat Trump, says Wilson, and he does everything he can to make that happen.
Unbalance Trump
His team at The Lincoln Project therefore launches new campaign spots every day. Some are snappy videos, memes, as it were, that quickly pick up on current events. Others are tightly directed film productions. They have one thing in common: the president is dealt with harshly. “We want to give Trump a bad day every day, get into his head, put him off balance,” Wilson says of the tactic.
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The commercials are broadcast not only in the major states, but also directly in the living room of the White House. The club buys airtime in Washington DC, which is weird because everyone there is already against Trump anyway, so you don’t have to convince voters there. No, The Lincoln Project only has one viewer in mind, the president. “We know that Trump watches an insane amount of TV. With a steak on his plate and a remote control in hand, he zaps from channel to channel,” says Wilson. “We take advantage of that. We buy in advertising time for the programs he always watches, such as on Fox News.”
‘They laugh at you’
So what does the president see? The ad below is telling, in which Trump is addressed directly. “Why do you think you are losing Donald? Because the people around you are not loyal. Behind your back, even your family whispers about you. They laugh at you,” says the voice-over.
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Not only is Wilson trying to raise the president, The Lincoln Project also hopes to win over moderate Republicans. Wilson says their conservative background helps with that. “We speak their language. We understand what moves them, much better than the Democrats do. We know very well what to see.”
Trump reacted furiously on Twitter, citing the club, leading to a record number of donations. The club now has 70 million in cash and is now also making commercials to attack republican senators who would support the president too much.
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In Wilson’s eyes, Trump is mainly concerned with enriching himself and his family. He calls him a corrupt leader, who is ruining national security.
Not everyone convinced
Nevertheless, The Lincoln Project does not convince everyone on the right of course. Trump has fulfilled many important wishes of republicans during his presidency. For example, Trump lowered taxes and was able to appoint three conservative judges to the Supreme Court. Great success for the party, but it doesn’t count for Wilson.
“I think every republican candidate would have succeeded. It doesn’t make Trump a real republican. He only believes in himself, not in the interests of the country.”
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Some Democrats also struggle with The Lincoln Project. Just because they have the same adversary does not mean that they have the same political views. Now they play on the same team for a while but after the elections that is over, so is the thought.
So far, Joe Biden is doing better in the polls, but The Lincoln Project is not yet confident that their dream president will actually win on November 3. “We believe we are in a good position, but that doesn’t mean you can sit back, we’ll work hard to the end. Trump must be defeated.”
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