Watch: Father's Day Advice From Donald Trump, Courtesy of Florida Dems

'Small TV Buy' on Local Florida Stations With Hopes for Plenty of Earned Media

By Published on .

Just in time for Father's Day, the Florida Democratic Party is releasing four 30-second spots in a series titled "Father's Day Advice by Donald Trump." Using grainy, '50s-era footage of random dads with their kids and a cheerful voiceover that cites actual Trumpian pronouncements, the ads are designed to call attention to the presumptive Republican presidential nominee's rather jarringly retro views over the years on women, parenting and family.

For instance, the first ad offers the theoretical Trump Father's Day tip of "Be a dutiful wife" -- "wholesome father-daughter advice," as the announcer puts it. It quotes a recently resurfaced 1994 Trump interview in which he told ABC News, "When I come home and dinner's not ready, I go through the roof." The fourth ad in the series offers the tip "Be as uninvolved with your children as possible," and paraphrases a Trump soundbite from a 2005 Opie and Anthony radio show interview. "I don't take care of them. I supply funds and the women take care of the kids." (In the original interview, per a BuzzFeed post in April, Trump's actual words were "I mean, I won't do anything to take care of them. I'll supply funds and she'll take care of the kids" -- she being his wife Melania.)

The ads start airing today and will run through Sunday on local stations in Florida in what Christopher Renz of Miami-based agency Bush/Renz, the creator of the campaign, calls "a small TV buy" that's more focused on earned media. Bush/Renz proposed the campaign to the Florida Democratic Party, whose YouTube channel is hosting the ads, because "We are happy to do anything we can to help make sure Donald is not elected," said Mr. Renz.

Bush/Renz is working on additional commercials for the Florida Dems, he adds. "This particular series was done quickly to be released in time for Father's Day. The remaining concepts will be original content that we shoot."

Simon Dumenco, aka Media Guy, is an Ad Age editor-at-large. You can follow him on Twitter @simondumenco.

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