Welcome to the Florida primary campaign. Viewer discretion is advised.
In upwards of $10 million could be pumped into a flurry of negative TV ads like this one attacking Newt Gingrich:
"Newt has a ton of baggage."
And this one firing back at Mitt Romney:
"Don't let the liberal republican establishment pick our candidate."
But they're not the work of the campaigns themselves. In fact, the air time isn't even being bought by the candidates.
"Restore Our Future is responsible for the content of our message."
'Restore Our Future' - a pro-Romney group - and 'Winning Our Future' - a pro-Gingrich group - are handling the ads. And unlike the campaigns, they're allowed to raise unlimited amounts of money.
It's all thanks to a recent Supreme Court decision, and the effect could be a nasty battle over the airwaves.
Just when you thought your TV would be free of relentless political mudslinging for at least a few more months, you may want to hit the mute button. If you don't, there's a strong chance you won't vote, and believe it or not that's what many of the ad makers are hoping for.
The ads are aimed at building voter doubt about the candidate they're attacking.
If a campaign ran these kinds of ads, it might take heat for going negative, but remember it's not the campaigns but those outside groups doing the work.
Under the law, there can't be any coordination between the two, but political strategist Kevin Cate says that's rarely the case.
"These ads rank up there with a 12-year-old telling his mother that he didn't eat a cookie when he has crumbs all over his hands and his face. These are straight from the candidates. They know it's not credible information, or else they'd put their name behind it. That's what these PACs do."
And they'll no doubt keep on doing it, not just from now until the primary but throughout the entire fall campaign.
'Restore Our Future' has bought a million dollars worth of air time. That's about a week's worth of advertisement.