i'm a bad guy, but i'm your bad guy. >> right, i thought it was really effective. it's looking like trump is going to lean into impeachment instead of doing what your old boss did, which was sort of avoid it completely, focus on the agenda. he's doing the opposite. what do you think? >> i mean, listen, a good campaign works with what they have. what they have is donald trump, who's obsessed with this. the idea that they would run a campaign on the tax cut. >> right, right, right. >> regulations, judges, is absurd. i think one of the interesting things here is that you've got the congress, you've got the white house, who are flailing around to find a message. the only people who have a message is the trump campaign, and that is -- whether that ad will be enough to overpower all this information that's coming about, coming out about it, is one thing. but it is a strategy and it's the only strategy that can be consistently executed over time.