The campaign clearly believes the ads are working. It has spent more than $20 million on the three ads and one other, accounting for roughly 20 percent of its total advertising budget to date, according to Kantar Media/CMAG.

One ad, “Role Models,” featuring young children watching Mr. Trump’s more profane and caustic comments, is the campaign’s main spot in Republican-leaning states where it believes Mr. Trump’s nontraditional candidacy and unpopularity with some more moderate Republicans could put him in danger. The campaign has spent nearly $1 million running the ad in Arizona, for example, which has voted for a Democratic presidential candidate only once since 1952.

The ads, notably, do not feature actors or stock footage — except for one or two scenes in “Role Models,” Mr. Margolis said. Rather, those appearing in the ads are the children of Clinton supporters who wanted to help, or veterans who had reached out to the campaign expressing concern over Mr. Trump’s positions.

The genesis of the new commercials was the campaign’s desire to try something different after negative advertising blitzes against Mr. Trump during the primary race seemed to do little damage to his candidacy, aside from lifting his unfavorable numbers. Mr. Trump’s Republican rivals and three “super PACs” created to derail his candidacy spent more than $100 million in a futile effort to knock Mr. Trump off his perch.

The Clinton campaign also felt that a traditional attack ad would get lost in the noise of a campaign in which many Republicans have stood by Mr. Trump despite media fact-checking that has consistently shown him taking liberties with the truth.

“When we sat back and said, ‘O.K., in many respects, if we just asserted this, if we used an announcer to just make the charge even if we sort of backed it up,’ I don’t think a lot of viewers would have believed it,” Mr. Margolis explained. “And that it was really important for us to hear from Trump directly.”

Many, including Mr. Trump himself, have questioned the impact of political advertising this election cycle, when two people already well known to the public are the main candidates. Even some Republican ad makers are praising the Clinton commercials for their novel approach.