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Of millions of americans deplorable. >> you could put half of trump's supporters into what i call the basket of deplorables. the racist, sexist, homophobic -- >> so, john, why is this ad effective? >> for the same reasons the other one was. hillary clinton did not, you know, do herself any favors with those comment about the deplorables. and the trump campaign appropriately is against it. >> so i'm getting -- i'm detecting a theme here. so if you use the candidate's own words against them, that's the most effective kind of political ad. >> right. and this is why negative ads are important. b...

>> do you think they areaving a hard time with michelle obama's mockery of "when they go low, we go high" and talking about these hard negative ads against trump. >> reporter: that's what trump campaign was arguing and kellyanne conway was talking about that on "morning joe," this is the opposite of that example. the clinton campaign is arguing hey, this is still part of making sure that we get our message across and frankly getting out the vote efforts is a good motivator and making sure these groups have been targeted with donald trump and the campaign is aware of those comments and somethin...

Trail where bernie sanders has been pressed on this issue of wall street and has drawn contrasts with hillary clinton. again, this is a candidate who part of his brand, part of his appeal is that he represents a clean type of politics, that he brags about not running negative ads, that was part of his message when he got into this race. is this a change in strategy, will we see more of this from the sanders campaign. that's something to keep an eye on going forward. >> thank you. msnbc's steve kornacki. a reminder, a programming note, hillary clinton is going to be joining rachel maddow tonigh...

Calledite most significant vote in 20 years. >> why is and to important, to the campaign to have this bernie sanders ad on wall street be called a negative ad? why is it important? >> i don't think it's important. look, we're at a point in the race, at a different phase with a few weeks to go, candidates are certainly in a fair lane to be questioning each other, holding them for what they've said. senator sanders said he wouldn't run aing in everybody ad. in july he told voters he would put out a plan how he's going to pay everything he's promising the american people in two, three weeks. now ...

And that i am the best messenger in this field. i think that's why they're concerned and that's what they're doing. you know, if that's what jeb and john and marco want to do, that's fine. i'm going to continue to do what i did. i have done now 47 town halls here in new hampshire. we are continuing to do that. we're going to do another event today. i just feel great about what's happening up here. and also think things are starting to work out well for us in iowa as well. so that's why i think you are seeing people shoot at us. let me tell you, this is my first rodeo, as you know. john spent $...