On Friday's edition of 'Morning Joe,' MSNBC contributor and ad executive Donny Deutsch suggested a new political "jiu-jitsu" tactic for the Democrats in 2018 and 2020.



"This can no longer be about who Trump is, it has to be about who we are," Deutsch said about the next elections. "We can no longer say Trump's the bad guy. If you vote for Trump, you're the bad guy."



"If you vote for Trump, you're the bad guy," he repeated. "If you vote for Trump, you are ripping children from parents' arms."











"What the Democrats have to do is make the next election a referendum, not on not who Trump is, but on who you are," he suggested.



"If you vote for Trump, then you, the voter, you, not Donald Trump, are standing at the border, like Nazis," he also said. "If you vote, you can no longer separate yourself" from the "evilness of Donald Trump."





MIKA BRZEZINSKI, MSNBC: Because that's all [the Trumps] care about. What it looks like. It's deranged. It's abusive. It's cruel, it's evil, and the entire world is watching. It is now the time that he has gone too far. Question mark? Go.



DONNY DEUTSCH: I could put an exclamation mark on everything you said. It was particularly reprehensible when Ivanka said, "it looks a certain way."



This can no longer be about who Trump is, it has to be about who we are.



If we are working towards November, we can no longer say Trump's the bad guy. If you vote for Trump, you're the bad guy, if you vote for Trump, you are ripping children from parents' arms.



The mistake that we've made in the past is, 'Look at that bad guy over there, look at that bad guy!' What the Democrats have to do is make the next election not a referendum on not who Trump is, but on who you are.



That's the big difference, you can no longer now, as a voter, because it's not about taxes, it's not even about some abstract term of immigration or nationalism. If you vote for Trump, then you, the voter, you, not Donald Trump, are standing at the border, like Nazis, going, 'you here, you here.'



I think we now have to flip it. And it's a given, the evilness of Donald Trump. But if you vote, you can no longer separate yourself. You can't say, 'well he's okay, but.' And I think that gymnastics and that jiu-jitsu has to happen.