(CNN) During Game 7 of the World Series on Wednesday night, President Donald Trump's campaign launched a seven-figure national ad buy -- a 30-second commercial touting his first-term accomplishments on terrorism, the economy and immigration.

But the real key to the ad -- and the bit that you need to pay very close attention to -- comes in the final moments of the commercial, when the narrator says this:

"He's no Mr. Nice Guy. But sometimes it takes a Donald Trump to change Washington."

Those two sentences are hugely telling when it comes to understanding how Trump (and his campaign) are going to position him in the race for a second term next November.

What's clear from that tag line -- "no Mr. Nice Guy ... sometimes you need a Donald Trump" -- is that the campaign understands how poorly the President is perceived on a bevy of personality traits. He's not seen as friendly. Or kind. Or empathetic. Or even really, someone you'd want to spend a bunch of time around.

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