"The most important job any woman can have is being a mother, and it shouldn’t mean taking a pay cut," says Trump, 34, who has three small children and is an entrepreneur and an executive in her father's real estate company.
"Donald Trump understands the needs of a modern workforce," she continues. "My father will change outdated labor laws so that they support women and American families. He will provide tax credits for child care, paid maternity leave and dependent-care savings accounts. This will allow women to support their families and further their careers."
The carefully produced ad melds pictures of Ivanka with her children and rolling out blueprints at a construction site with video footage of Donald Trump embracing women and listening to them and playing with his grandchildren. It also shows video of several ordinary families of diverse backgrounds. The ad touts Trump's affordable child-care policy that he rolled out with Ivanka in September in Pennsylvania and is part of the campaign's aggressive effort to increase Trump's standing with female voters.
The ad is part of the campaign's $7.5 million buy for next week and is slated to run nationally and in battleground states on cable networks with large female audiences, such as Lifetime, Bravo, TLC and OWN (the Oprah Winfrey Network), as well as on network prime-time shows including "Dancing With the Stars," "Grey's Anatomy," "How to Get Away With Murder," "Madam Secretary" and "The Voice," according to a senior campaign official.
Ivanka Trump has long been considered her father's most effective surrogate. The Trump campaign tested the ad featuring Ivanka Trump in a focus group, and the result was "off the charts," and the spot is "one of the top performers we've ever seen," said the official, who spoke on the condition of anonymity to speak candidly.