From Advertising Age:
How Did Hillary Clinton Screw This Up? For Starters, Her Advertising Was All Wrong
By Simon Dumenco. Published on November 09, 2016.
…It seemed like every ad that Clinton and her allies released in the ensuing months was simply a variation on the theme that Donald Trump is a big jerk. In fact, as recently as Sunday, Clinton's campaign released a video titled "10 minutes of Donald Trump demeaning, objectifying, and insulting women."
Whereas Trump's campaign released dead-simple, exceedingly traditional ads related to Big Issues. In Trump's first TV commercial of the general election, a narrator declared that "In Hillary Clinton's America, the system stays rigged against Americans. Syrian refugees flood in. Illegal immigrants convicted of committing crimes get to stay, collecting Social Security benefits, skipping the line...."