Christie is being aided in the effort by Phil Cox, a veteran GOP strategist who served as executive director of the Republican Governors Association when Christie chaired the organization. Cox spearheaded a pro-Christie super PAC during the 2016 presidential campaign.

“We were sitting around bemoaning the fact that none of this stuff was being done, particularly in some really important states, and we finally just decided to stop griping about it and to start doing something about it because of us have experience in being able to see groups like this come together and be able to advocate for a particular agenda,” Christie said.

Christie said he had not spoken about the new advocacy organization with Trump. He left open the possibility that the organization would embark on additional efforts in the months to come.

Right Direction America represents Christie’s first foray into the outside group sphere. The former governor has been a high-profile figure since leaving office in early 2018, taking to the cable TV circuit and publishing an autobiography entitled “Let Me Finish.” For a time, he was seen as a potential White House chief of staff.

He has also begun dipping into 2020 races, recently hosting a fundraiser for Senate Majority Leader Mitch McConnell (Ky.).

The project is partly geared toward winning over suburban voters who’ve become alienated from Trump’s GOP. While much of the party’s impeachment-focused advertising has echoed the president’s slash-and-burn messaging — a pro-Trump super PAC, for example, has savaged Democrats for embarking on a “witch hunt” — Right Direction America’s is somewhat milder tonally and is geared toward those who’ve become tired of partisanship.

The commercial airing in Maine, for example, contends that Democrats failed to follow through on their campaign promises and instead focused on “investigations and impeachment.”