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-Read Stories From TIME
- The Fall of Roe and the Failure of the Feminist Industrial Complex
- The Ocean Is Climate Change’s First Victim and Last Resort
- Column: 6 Proven Ways to Reduce Gun Violence
- Ads Are Officially Coming to Netflix. Here's What That Means for You
- Jenny Slate on the Unifying Power of a Well-Heeled Shell Named Marcel
- Column: The FDA's Juul Ban May Not be a Pure Public Health Triumph
- What the Supreme Court’s Abortion Decision Means for Your State
Read More From TIME
