Veterans deserve better than Donald Trump. A blistering new ad — that Trump likely just saw on TV —  is a searing indictment of an illegitimate president whose destructive policies will harm thousands of Americans who have served their country in uniform.

VoteVets.org, which released a poignant video during the 2016 campaign in support of immigrants and their contributions to the United States, especially through their military service, has released a new ad that goes directly after Donald Trump:

President Trump, I hear you watch the morning shows. Here’s what I do every morning. Look, you lost the popular vote, you’re having trouble drawing a crowd, and your approval rating keeps sinking. But kicking thousands of my fellow veterans off their health insurance by killing the Affordable Care Act, and banning Muslims, won’t help. That’s not the America I sacrificed for. You want to be a legitimate president, sir? Then act like one.

The organization noted on Twitter — tagging Trump in the tweet — that the ad debuted on MSNBC’s Morning Joe, a show Trump watches and has a rather close relationship with. As VoteVets Vice Chair and Navy Veteran Peter Kauffmann explained,

Since the White House comment line is down, and Donald Trump hasn’t set up that veterans hotline he promised, we’re going to go where we know Donald Trump is listening – Morning Joe, and the other shows that he obsesses over. He’s going to hear the message of this ad again and again. We’re officially putting Mr. Trump on notice.

If Trump’s tweet complaining about “negative polls” being “fake news” and insisting that “people want border security” — which was posted just a few minutes after VoteVets tweeted their ad — is any indication, the ad may be working already.

And the unpopularly-elected president may want to rethink harming the veterans who have sacrificed so much — far more than Trump ever has — to defend and support this country, if he wants any chance of the history books remembering him as anything more than an illegitimate loser.