Hasta La Creative!

A video released by Donald Trump on Facebook Friday night might be his most successful attempt yet at trying to appear restrained and presidential in the wake of tragedy. After being widely criticized for his response following the massacre at Orlando’s Pulse nightclub last month (“Appreciate the congrats for being right on radical Islamic terrorism, I don’t want congrats, I want toughness & vigilance. We must be smart!,” he humblebragged on Twitter), in this video, which has racked up more than 12 million views on Facebook, Trump avoids self-aggrandizement and petty attacks on his adversaries.

Simon Dumenco, aka Media Guy, is an Ad Age editor-at-large. You can follow him on Twitter @simondumenco.

Continue reading at AdAge.com