At first glance, the ad purports to attack Democratic presidential contender Bernie Sanders: Calling him “too liberal for Iowa,” the ad, first flagged by the New York Times, knocks the Vermont senator’s proposals for free college, Medicare for all, and raising taxes on the wealthy.

“Sen. Bernie Sanders has some very big plans,” the ad intones. Unlike most attack ads, this one substitutes grainy, black-and-white images of the candidate with bright, sunny images of people benefitting from his proposals – students and parents on graduation day, doctors caring for patients – while “Wall Street” money men furtively huddle amid ominous shadows.



The ad, however, is a triple-reverse of sorts: it’s Republican produced and it’s designed to hurt Democrats by promoting Sanders as an unabashed liberal, and the presidential candidate the GOP would rather face on Election Day.

“Bernie wants to provide free college for our young people. No tuition – completely free,” the narrator says. “Now Bernie’s doubling down with Medicare for all, which is basically single-payer, government-sponsored health care: no big insurance companies, just more government spending, paid for by raising taxes on Wall Street, big business and the super rich.”



The ad was produced by ESA Fund, a super PAC founded by major Republican donor and former TD Ameritrade executive Joe Ricketts, and is backed by a $600,000 television buy in the Hawkeye State.

Instead of undercutting Sanders’ support, the ad is actually intended to improve his standing by riling up liberals, for whom free college, a national single-payer insurance system and taxes on Wall Street are key reasons to vote for the 74-year-old Democratic Socialist.

“When it comes to federal spending and piling on our massive debt, Secretary Clinton is a five-car pile-up, but Senator Sanders is a trainwreck,” said Brian Baker, president of the ESA Fund. “Given that Senator Sanders is the leading candidate in Iowa and New Hampshire and way ahead in the general election polls, ESA Fund will work hard to inform voters about his record and future plans.”

But Republicans would love nothing more than for Sanders to win the Democratic nomination.

Sanders has in recent weeks touted polling that shows him outperforming Democratic front-runner Hillary Clinton in head-to-head match-ups with potential Republican nominees. But his relative strength is a reflection of Sanders’ newness on the national stage and Republicans’ focusing their attacks on Clinton.



The triple-reverse ad strategy the GOP has deployed against Sanders has worked in the past for Democrats..

In 2012, Sen. Claire McCaskill, D-Mo., faced a tough reelection campaign in a red state. Although businessman John Brunner was leading in the Republican Senate primary, McCaskill’s team helped boost the prospects of then-Rep. Todd Akin, one of the most conservative members of Congress.

McCaskill and her team put out what she calls a "dog whistle" -- using reverse psychology on Republican voters by calling Akin “too conservative,” a move that helped him win the primary. McCaskill then trounced Akin by 55 percent to 40 percent, outpacing President Barack Obama’s showing in the state by more than 10 points.

Late Monday, McCaskill, a Clinton supporter linked her own tactic and the anti-Sanders ad.