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
More Must-Reads From TIME
- For People With Disabilities, Losing Abortion Access Can Be a Matter of Life or Death
- Inside the Clandestine Efforts to Smuggle Starlink Internet Into Iran
- How to Help the Victims and Community After the Monterey Park Shooting
- The Biggest Snubs and Surprises of the 2023 Oscar Nominations
- Talking Less Will Get You More
- Kamala Harris Subtly Emerges as Powerful White House Asset
- How Avatar: The Way of Water Became the 6th Movie in History to Make $2 Billion
- Is There Really No Safe Amount of Drinking?
- How Our Cells Strategize To Keep Us Alive