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.

“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.