“We don’t have to win all of these voters back. We don’t even have to win a majority of these voters back,” Sacha Haworth, the organization’s political director, said in an interview with POLITICO. “We just need to be able to peel off enough of his supporters within this swath of voters to deny him the White House in 2020.”

The ad campaign, which includes TV, radio and over-the-top advertising (which includes services like Hulu and other apps), features a former National Guardsman who was deployed to Kuwait. He voted for Trump in 2016 but is no longer supporting him.

“I don’t think the president understands service,” the veteran, who is identified as Steve from Wayne County, Pa., says in one of the ad. “I’ll vote for more Republicans, but not Donald Trump.” A second ad with the same man criticizes Trump on the economy. Two Wisconsin-focused ads hit Trump over the president’s trade war.