TIME Donald Trump

Watch a Brief History of Donald Trump’s Campaign Ads

Donald Trump did not follow typical campaign advertising rules.

The Republican presidential nominee preferred to get so-called “earned media”—free publicity by appearing on cable news shows and other interviews.

He did so well that one estimate was that he had nearly $2 billion in earned media in the Republican primary alone.

Still, Trump eventually came around to airing ads, though they were much darker and more negative than a typical campaign.

Here’s a brief look at his campaign ads this year.

Read More: Watch the 10 Most Notable Campaign Ads of 2016

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