Donald Trump's opponents are increasingly targeting him in a slew of TV attack ads that throw shade on his business ventures and conservative credentials and draw attention to some of his un-presidential qualities on the campaign trail – like his use of the f-bomb.
In large part, that is unsurprising. Mr. Trump is the front-runner heading into the South Carolina primary on Feb. 20 and the ads are ratcheting up the pressure – aimed at dislodging the billionaire real estate tycoon from the top of voter survey polls.
Another wealthy Republican candidate faced a similar barrage of TV attacks four years ago. At the time, Mitt Romney's business record was savaged by super PAC money financing those attack ads – and he stumbled, and lost, in South Carolina.
In South Carolina in 2016, Republican candidates have spent more than $33-million (U.S.) on TV ads compared to $8.7-million (U.S.) in 2012, according to data compiled by ad tracking firms SMG Delta and Kantar Media's CMAG.
The three biggest spenders are campaign and groups backing Jeb Bush, Marco Rubio and Ted Cruz – and when it comes to targeting Mr. Trump, the Bush and Cruz camps are leading the way.
Here is a look at six ads aimed at Mr. Trump – and one in particular that has gotten under the skin of the Trump campaign.
1. "Iceberg" (Right to Rise super PAC, pro-Bush)
"Donald Trump. Look past the boasting and you'll see right through him," states the voice-over in this attack ad by pro-Bush super PAC Right to Rise. A melting Trump ice sculpture eventually cracks and crumbles.
The ad highlights his previous support for a woman's right to choose when it comes to abortion. It also casts doubt on his ability to beat Hillary Clinton in a general election contest. On this last point, an average of polls shows that Ms. Clinton was ahead narrowly by two percentage points in a one-on-one contest.
But it is the middle section of the ad – focusing on his business ventures and dogged pursuit of profits – which is the most interesting because it aims to place doubts in the minds of voters about how the billionaire runs his companies.
2. "Parking Lot" (Ted Cruz campaign)
This ad from the Ted Cruz campaign zeroes in on the key issue of how Donald Trump does business and has echoes of attacks ads from four years ago. At the time, ahead of the South Carolina Republican primary, Newt Gingrich supporters used TV ads to depict his rival, Mitt Romney, as a corporate raider motivated by greed during his time at Bain Capital. The line of attack upended Mr. Romney's narrative that he was a job creator and cared about workers.
Mr. Gingrich won the South Carolina primary in 2012 before flaming out in Florida. Mr. Romney eventually emerged as the party's presidential nominee. But the Bain Capital attacks were picked up by the Obama campaign and super PACs during the presidential election, and ads featuring laid-off workers aired regularly for several months in key battleground states.
This anti-Trump attack ad from the Cruz campaign is one the Democratic campaigns will be studying closely.
3. "Not a President" (Right to Rise super PAC, pro-Bush)
Profanity-laced stump speeches did not get in the way of winning the New Hampshire Republican primary.
But lately, in the lead-up to the South Carolina primary on Feb. 20, the billionaire real estate tycoon has been toning it down. Gone are the occasional f-bombs. Instead, he has pledged to avoid swearing altogether – perhaps a recognition that it may not sit well with some voters.
This radio spot is a reminder of just how foul-mouthed Mr. Trump can get during political speeches. Earlier this month, at a political rally in New Hampshire, he dropped the f-bomb when talking about American companies relocating overseas because of lower corporate tax rates.
The radio ad's message is simple: Mr. Trump is un-presidential.
Whether it moves voters away from Mr. Trump remains to be seen. So far, a barrage of TV attacks ads from the Bush and Cruz camps aimed at Mr. Trump have not changed the overall trajectory of the race.
4. "Playing Trump" (Ted Cruz campaign)
Children play with Donald Trump and Hillary Clinton action figures in this ad that lampoons Mr. Trump's close ties to Democratic party politicians and Wall Street, and ends with the kids destroying a doll house – which they justify using the concept of eminent domain, the ability of a governing authority to seize private property for public use.
Mr. Trump has been criticized for the case of a retired Atlantic City, N.J. woman – Vera Coking – whose boarding house sat on a site that was eyed by casino developers. But Ms. Coking refused to sell to Mr. Trump and faced the possibility of the building being seized for redevelopment. In 1998, a judge threw out the eminent domain case.
The billionaire real estate developer still faces questions around the concept of eminent domain and his support of it.
5. "Can We Trust Donald Trump?" (Our Principles super PAC)
Our Principles is a super PAC backed by Mitt Romney 2012 deputy campaign manager Katie Packer and it emerged in January 2016 just ahead of the Iowa caucuses. It claims to have one purpose: defeating Donald Trump. It does not explicitly back an alternative.
This ad does to Donald Trump what several attack ads in 2012 did to Mitt Romney: it questions whether he is a true conservative. The evidence: Mr. Trump's previous statements that would appear to support the role of big government in health care and spurring economic growth.
There is just one problem. Similar ads have aired in previous contests this year in New Hampshire and Iowa – without appearing to dent Mr. Trump's momentum.
6. "Supreme Trust" (Ted Cruz campaign)
This ad from the Ted Cruz campaign began airing shortly after the death of U.S. Supreme Court Justice Antonin Scalia. Who replaces Mr. Scalia will be a key question in 2016 – as many Republicans call on Mr. Obama to leave it to the next president to fill the seat.
There is real worry among conservatives that Mr. Obama or a Democratic presidential winner later this year could tilt the balance of the court by appointing a liberal-leaning candidate to the highest court.
This ad questions whether Mr. Trump can safeguard the interests of conservatives – and the balance of the court in their favour. And it hits at Mr. Trump's previous comments on being pro-choice when it comes to a woman's right to choose.
This ad has rankled the Trump campaign.
Mr. Trump's campaign sent a cease-and-desist letter to the Cruz campaign, arguing that Mr. Trump no longer holds those views. The Cruz campaign has not backed down.
