Photo via Instagram

A campaign ad published to Donald Trump Jr.'s Instagram account on Friday struck some people as odd.

It featured three of Republican presidential candidate Donald Trump's adult children — Ivanka, Donald, Jr., and Eric.

The ad, ostensibly geared toward young voters, contained the hashtags #millennialsfortrump and #studentsfortrump, with an image of Donald, Jr., Ivanka, and Eric facing the camera with stern gazes.

Below the photo is a call to action, claiming the 2016 presidential election is not a matter of political affiliation, but a choice between a Washington "insider" and an "outsider."

Here's the ad:

This couldn't be more true. This election is not about Republican vs Democrat it's about insider vs outsider. It's time for a change. No more business as usual in Washington. #millennialsfortrump #studentsfortrump #makeamericagreatagain #MAGA #Trump2016 A photo posted by Donald Trump Jr. (@donaldjtrumpjr) on Sep 2, 2016 at 4:40pm PDT Sep 2, 2016 at 4:40pm PDT

People on social media promptly started weighing in: