From attack ads to name-calling, the race for the White House is getting more and more personal
There is still a month to go until the Democrats and Republicans hold their national conventions in the US, where their presidential candidates will finally be confirmed.
However, the presumptive candidates have not been wasting any time in the interim: they are already at war with each other.
Ever since the start of his election campaign, Donald Trump has made no qualms about criticising his Democratic rival Hillary Clinton.
The nicknames 'Lying Hillary' and 'Crooked Hillary' have been frequently used by Trump and many of his supporters over the last year.
Crooked Hillary Clinton is totally unfit to be our president-really bad judgement and a temperament, according to new book, which is a mess!— Donald J. Trump (@realDonaldTrump) June 21, 2016
Crooked Hillary Clinton is a fraud who has put the public and country at risk by her illegal and very stupid use of e-mails. Many missing!— Donald J. Trump (@realDonaldTrump) June 1, 2016
Only yesterday, the presumptive Republican candidate announced plans to set up a 'Lying Crooked Hillary Website', set to be rolled out over the coming days.
As a statement on his website explains: "As we proceed forward with the general election, it is more important than ever for America to realize how dishonest Crooked Hillary really is.
"We can’t trust her now and we can’t allow her to take her dishonesty to the White House. At every stage of Clinton’s career, she has deceived the public to enrich herself and family at the expense of Americans."
As of writing, clicking through to the website offers American visitors the opportunity to gain early access if they text 'Trump' to a special number.
The latest move should come as no surprise to either fans or detractors of the businessman - who has been scathingly critical of Clinton across rallies, speeches, interviews and social media.
He told Anderson Cooper last July that Clinton "has a lost to hide [...] She was the worst Secretary of State in the history of the United States."
Clinton herself has certainly been unafraid to call Trump out - but ever since she was declared presumptive candidate earlier this month, her campaign has significantly ramped up the anti-Trump rhetoric.
As was widely reported yesterday, the latest figures show that the Clinton campaign is far ahead of the Trump campaign in terms of funding.
Reports to the Federal Election Commission showed that the presumptive Republican nominee entered June with only US$1.3m - compared to Clinton's US$42.5m.
The Democrat and her team are spending a significant portion of their money on ads across a number of platforms, television included.
One of the few TV ads so far directly approved by Clinton features a selection of clips of Trump, with Clinton's voiceover suggesting a win for Trump could leave America 'dangerously divided'.
Meanwhile, ads shared across social media channels directly criticise individual specific aspects of the Trump campaign:
It's not just ads, either. Visitors to Clinton's website will be greeted by a number of articles attacking Trump and his campaign - with their yellow colour scheme and defaced images of Trump, they're hard to miss:
Similar sentiments have been echoed during Clinton's campaign speeches and rallies, as well as media interviews.
Given it is 2016, Clinton's social media feeds have also been littered with criticism of Trump. Perhaps most famously:
Delete your account. https://t.co/Oa92sncRQY— Hillary Clinton (@HillaryClinton) June 9, 2016
Neither Trump and Clinton are alone, of course - they have been capably backed up by legions of supporters and allies. You need to look no further than the colourful exchanges between Trump and Democratic senator Elizabeth Warren.
From name-calling to attack ads, it has already proven to be a very personal race for the White House. With months of campaigning left, the run-up to November is going to be interesting.