The DNC War Room released a new television ad today, “Sacrifice,” that blasts Trump for his long record of disparaging comments about America’s service members. See praise for the ad and condemnation of Trump’s comments during its debut on MSNBC below:

MSNBC’s Jason Johnson:

“That hits. That hits. And I tend to be cynical about this stuff, but that hits. … It’s not just John McCain. Remember, it was La David Johnson, where [Trump] told his widow, ‘Well, he knew what he signed up for.’ This is a president who has never known anything about sacrifice. … His disdain for people who have served and died serving this country reveals his own cowardice — and the fact he’s intimidated by people who are willing to sacrifice for something beyond themselves for a greater good. And that, I think, is probably one of the most damning elements.”

Iraq and Afghanistan Veterans of America Founder Paul Rieckhoff:

“These are people who put their life on the line, so they’re tracking things more closely than the average American. … Here’s the bottom line: Live by the sword, die by the sword. Donald Trump ran by wrapping himself in the American flag. Then he disrespected the American flag. Now the American flag is fighting back. … This is the chickens coming home to roost. This is potentially Donald Trump’s Waterloo, and I think it is damaging, and it’s the biggest veterans story of our time. It’s all of the things coming together at once in a time that really hurts him where it hurts most.”

Former Chief of Staff at the Pentagon and CIA Chief of Staff, Jeremy Bash:

“I think with respect to every Gold Star family, every family that has lost a loved one in battle, they have to be wondering to themselves, ‘For what did my child sacrifice if the commander-in-chief, the commander of the troops, is openly attacking them?’ And of course, I think they know deep down that it’s character, that it’s patriotism, that it’s duty to something higher than themselves that caused that loved one to go into harm’s way. But when the commander-in-chief acts this low and goes this low, it’s a shameful, painful moment for our democracy.”