Newsweek: George Conway, a conservative attorney and critic of former President Donald Trump, is targeting the Republican nominee in his own neighborhood with a six-figure attack.

Conway’s Anti-Psychopath PAC launched a new ad campaign on Thursday that will highlight Trump’s “mental unfitness for office.” It will run for two weeks on Fox News, ESPN, and the Golf Channel around Bedminster and Mar-a-Lago.

The 60-second cable TV ad begins with Conway telling the viewer, “Donald Trump has never, ever been right in the head,” before showing a montage of the former president superimposed onto an image of Trump’s brain.

“Donald Trump wanted to make this election all about mental fitness,” George Conway said in a press release. “We’re good with that. Even before he began showing age-related cognitive decline, Trump had a long history of doing and saying bizarre things.”

Now the Trump campaign is responding by counterprogramming Conway’s ad and, like his Anti-Psychopath PAC ad, the pro-Trump ad will only be shown around Trump’s residence.

The Bulwark: Donald Trump’s campaign is set to run cable news ads this week so they can be seen at the ex-president’s Mar-a-Lago club and surrounding environs.

The South Florida expense is likely to have no impact on the course of the election. Palm Beach County is a Democratic stronghold in a Republican state that Trump has little chance of losing. But Trump’s staff is at some risk of incurring his wrath if he—and his Palm Beach pals—don’t see his ads at Mar-a-Lago, a factor that insiders say compelled the purchase.

“This is more about keeping the donors happy than the principal. There’s a lot of donors in Palm Beach,” said a campaign insider, who noted that Trump himself would not be in Palm Beach much this week. “If spending $50k gets us $5 million, that’s good ROI. If it makes the boss happy, too, then good.”