ORLANDO — As drivers on I-4 pass the ubiquitous billboards for law companies, they see ads for Donald Trump in between clients advertising seven-figure jury awards.
Dan Newlin, an Orlando lawyer, has stepped up his firm’s controversial Super Bowl ad in which he wore a red “Make America Great Again” hat in an otherwise non-political ad. He has now started what he called a “million dollar-plus” campaign to put up electronic billboards supporting the Republican presidential bid in Florida and three key swing states.
“I’m excited to say that a groundbreaking digital media campaign has begun in Florida, Pennsylvania, Wisconsin, Nevada, and more,” Newlin told the Orlando Sentinel in an email. “Over one hundred big digital display boards in important U.S. cities and states make it up.”
In the bottom right corner of the Trump ads is the 1-800 number for Newlin’s law company.
The Federal Election Commission says that as of Wednesday, Newlin had spent more than $200,000 with three different billboard companies: Outfront Media in Orlando, Clear Channel Outdoor in Atlanta, and Lamar Advertising in Daytona Beach. The donations made “in support of Donald J. Trump” are mentioned as separate expenses that have nothing to do with the campaign.
There are electronic ads for Dan Newlin Injury Attorneys in between the Trump signs. The Trump billboards have a dark blue background with a red border around his name in big white letters.
There are many slogans on the ads, such as “Make America Safe Again!,” “Putting American Families First,” “Turning Setbacks into Comebacks,” “Inspiring Citizens to Dream Big,” and “Achieve the American Dream.”
Newlin said the ads had “positive messaging” and that Trump would start “deporting migrant criminals” as soon as he became president again. He has said that his support for Trump is because of problems with immigration and the border.
“Being a part of such an important project is an incredible honor,” Newlin wrote. “This project will go down in history as a testament to the power of patriotism and the American spirit.”
People who work as trial lawyers, like Newlin, tend to vote Democratic. In 2018, Newlin gave $150,000 to the Florida Democratic Party and thousands of dollars to Democrats like Orange County property inspector Amy Mercado and U.S. Rep. Darren Soto, D-Kissimmee.
But in the last few years, Newlin’s gifts have moved more to the right. For example, in 2023, he gave $100,000 to both the Defending Conservatism and Democracy PAC and the Florida Republican Senatorial Campaign. Also in April, Trump raised more than $8 million at a campaign event held at Newlin’s house near Windermere.
The Orlando market showed his company’s Super Bowl ad before the game. In it, Newlin wore Trump’s signature MAGA hat and thanked America’s troops.
Newlin’s firm is in Orange County, which leans Democratic, and he was criticized online for the Super Bowl ad. He said, “The decision to include political elements in the ad was a personal one and not endorsed by my law firm.”
One person wrote on X, “You are not listening to the right people, Dan.” “Good luck with your next report on quarterly sales.”
“Thanks for letting me know who you really are,” said another message. I would never use your services again.
Gregory Koger, a political science professor at the University of Miami, said that it wasn’t a surprise that “someone with a lot of money would want to use some of that money to change the political process.” In America, that takes place all the time.
For example, John Morgan, who runs the Orlando law company Morgan & Morgan and is a well-known Democratic fundraiser, gave the most money to two successful ballot initiatives to raise the minimum wage and make medical marijuana legal. But his advocacy work has stayed mostly separate from his business, with only a few non-partisan press conferences held at its offices.
Koger said of the Trump ads, “It is interesting that Newlin is doing this under his own name and with his own for-profit business.” “Many wealthy people who want to use their money to support a favorite candidate will try to do so in a way that is less obvious so as not to draw attention to themselves or cause a boycott.”
He used the example of Mike Lindell, the CEO of MyPillow and a well-known Trump backer who tried everything he had to show that the 2020 election was rigged but failed.
Koger said, “Many people wouldn’t buy a MyPillow these days, even if they were in the market for pillows, because they know that the founder of that company is close with Donald Trump.” “Newlin might be putting his own company’s interests at risk.”
On the other hand, Newlin’s social media didn’t seem to show any worries. Like on his signs, he switched between ads for his company and Trump on X. A client says in one ad, “Attorney Dan Newlin got me a check for $500,000.” The ad is followed by a picture of Newlin’s daughter standing next to Trump and giving him a thumbs up.
