While Donald Trump has so far responded to the news of Hillary Clinton's pneumonia diagnosis with uncharacteristic restraint -- wishing her well and announcing he'd soon release information about a physical he says he recently underwent -- he and his campaign are obviously relishing Clinton's other crisis: the fallout over her "deplorables" soundbite from a Friday fundraiser.
On Saturday Trump likened Clinton's words to Mitt Romney's infamous 2012 comments slamming the "47%."
Hillary Clinton just had her 47% moment. What a terrible thing she said about so many great Americans!— Donald J. Trump (@realDonaldTrump) September 10, 2016
And now the Trump campaign is rushing a new TV ad to air in at least four battleground states: Florida, North Carolina, Ohio and Pennsylvania. Titled "Deplorables," it uses Clinton's words against her, countering them in voiceover: "You know what's deplorable?"
The question is answered by the announcer and also displayed on screen in stark typography: "Hillary Clinton viciously demonizing hard working people like you."
Simon Dumenco, aka Media Guy, is an Ad Age editor-at-large. You can follow him on Twitter @simondumenco.