While the candidate-on-candidate battles are intensifying, Donald Trump is trying out a new label for himself: unifier.
In a new video posted Thursday, Trump promises to "bring our country together" and says "we will be unified, we will be one, we will be happy again."
The video includes images of Trayvon Martin protesters, Ferguson riots, and Gitmo protesters in orange jump suits and hoods on their heads in front of the White house. These stills scroll while Trump narrates "there's so much hatred, there's so many problems, our president was a terrible unifier."
The first frame of the video itself shows the Trump logo with the sub-text "unifying the nation."
Trump explains to-camera from his desk in Trump Tower that unlike President Obama "I will unify and bring our country back together. It's something I've done all my life. I get along with people." He continued that "a lot of people don't know that" about him, or they "don't think it's the case." But Trump assures "it is the case. I built a great company by bringing people together."
This isn't the first time Trump has touted his abilities as a unifier, evidenced by his time and success in business. Whereas some try to turn his prior donations to Republicans and Democrats alike into an attack, Trump has argued that his giving is a sign he knows how to work the system to get things that he needs done.
It's a line that we'll continue to hear on the trail — both from Trump and his newest, most high profile surrogate.
Sarah Palin, in her endorsement of Trump in Iowa on Tuesday, mentioned Trump's abilities to unify. Citing Trump's "unifying values," Palin told Iowans she thinks they're "ready to stop the race baiting and the division based on color and zip code" and "to unify around the right issues."
Of course, as Trump pushes out the narrative of unification, he's not done causing schisms and rifts in the GOP. Trump continues to hit Ted Cruz, swat at Jeb Bush, and sometimes falls back into his old practice of attacking Marco Rubio, although the Florida senator used to be more of a staple in Trump's stump than he has been of late.