Trump's 'Make America Safe Again' Video Goes Viral

Restrained Statement on Facebook Racks Up 12 Million-Plus Views

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A video released by Donald Trump on Facebook Friday night might be his most successful attempt yet at trying to appear restrained and presidential in the wake of tragedy. After being widely criticized for his response following the massacre at Orlando's Pulse nightclub last month ("Appreciate the congrats for being right on radical Islamic terrorism, I don't want congrats, I want toughness & vigilance. We must be smart!," he humblebragged on Twitter), in this video, which has racked up more than 12 million views on Facebook, Trump avoids self-aggrandizement and petty attacks on his adversaries.

"The shooting of the 12 police officers in Dallas, Texas has shaken the soul of our nation," he says as he sits in his Trump Tower office and calmly reads from a prepared script. "Just a few weeks ago, I met with many of the men and women in the Dallas police force during my visit to Texas. They're not just police officers -- they're mothers and fathers, husbands and wives, sons and daughters. And they're all on my mind today; they're on everybody's mind." After additonal expressions of support for law enforcement, Trump adds, "The deaths of Alton Sterling in Louisiana and Philandro Castile in Minnesota also make clear how much more work we have to do to make every American feel that their safety is protected."

He also speaks about poverty, jobs ("We need jobs, and we're gong to produce those jobs"), crime and racial divisions in America, before closing out with "Now is the time for prayers, love, unity and leadership. ... We will make America safe again."

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

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