The Lincoln Project is trolling Trump. But can it sway voters?

Two-thirds of its TV spending is focused on the presidential race, according to the ad-tracking firm Advertising Analytics. The spots both boost Biden and eviscerate Trump. Notably, though, the group’s most recent ad — which is currently pinned to the top of its Twitter account — lionizes Biden’s leadership qualities. The PAC has also started cutting ads for Democrat Senate candidates like Gov. Steve Bullock in Montana — a sign, their GOP detractors say, that nullifies the members’ argument they are conservatives worried about the soul of the party.

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“I think it’s one thing to have your own view, and if you so choose to not support Trump’s reelection or support someone else,” Matt Mackowiack, a veteran GOP communications strategist, the president of Potomac Strategy Group, and a Trump supporter. “I think it’s another to go well beyond that with what they’re doing, to try and basically flip the Senate. You cannot call yourself a Republican and support a Democratic majority in the Senate.”

The group’s mission to troll the president is evident in its ad buys. Its longest sustained presence on TV is a series of ads that have played nearly non-stop since early March on cable stations in Washington, D.C., aimed at its audience of one. The group has spent just under $380,000 on TV ads there, airing on MSNBC, Fox News and C-SPAN.

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