Orlando attorney Dan Newlin defends wearing MAGA hat in Super Bowl ad

Every year, companies hope their Super Bowl ad gets attention. But this year, prominent Orlando attorney Dan Newlin might not be getting the kind of attention he wants.

Newlin faced criticism Monday for the red “Make America Great Again” hat he wore in one of his law firm’s commercials that aired in the Orlando market before Sunday’s game. It’s a signature slogan of former President Donald Trump’s campaigns.

“Hi, I’m Dan Newlin,” he said, also wearing a “USA” T-shirt. “As we get ready for the big game, it’s important that we remember and recognize our veterans. Thank you for your courageous service. You are the true heroes. Now let’s get ready to enjoy the game.”

In an email Monday, Newlin said “the decision to include political elements in the ad was a personal one and not endorsed by my law firm,” Dan Newlin Injury Attorneys, where he is the CEO. He cited immigration and border issues as reasons for his support of Trump.

The move was a rare insertion of partisanship into the trial lawyer ads that have blanketed the airwaves and highways in Central Florida for years.

“It seems pretty controversial as an advertising strategy,” said Aubrey Jewett, a professor of political science at the University of Central Florida. “… The whole purpose of advertising is to run something memorable, so people think about you. On the other hand, sometimes you might be memorable for the wrong reasons. And it’s possible that Dan Newlin’s law firm might see some pushback.”

That was already happening on social media, where the reviews were harsh.

“You are not listening to the right people, Dan,” one commenter wrote on X, the former Twitter, where Newlin posted the ad. “Good luck with your next quarterly revenue statement.”

Other replies included, “Seeing Dan Newlin with that MAGA hat was a jump scare,” and “Thanks for letting me know who you really are. No way I would ever use your services now.”

Another referenced Trump’s 91 federal indictments. “Welp, I guess this guy doesn’t want any of my business. If there is one [thing] Trump knows, it is how to pick a good lawyer.”

Messages of support were more sparse, including “Dan Newlin [for] Trump??? Aiiiiightttttt,” and “Thank you Dan.”

In his email, Newlin stood by his ad.

“I understand that others share different views,” he wrote. “I respect those views and hold nothing personal. I personally don’t appreciate attacks. I think it’s always best to respect others’ views, so we stay united as Americans.”

Many commenters also cited the pro-military ad as disingenuous due to Trump’s reported comments calling veterans “suckers” and “losers.”

It’s not unfamiliar for major law firms and their leaders to get involved in politics, of course.

John Morgan, head of Orlando firm Morgan & Morgan, was the leading contributor and advocate for two successful ballot amendments to raise the minimum wage and to legalize medical marijuana. Morgan held press conferences at his company’s Orlando law office to boost the measures.

Those referendums were nonpartisan, however, and won with both Democratic and Republican support.

Morgan has also been one of the most prominent Democratic fundraisers, holding events at his home for candidates such as Hillary Clinton and Joe Biden even after he declared himself an independent in 2018. He has also recently called for NBA stars Dwyane Wade or Grant Hill to run for the U.S. Senate as Democrats.

But the many Morgan & Morgan ads on TV, radio and billboards feature images including Morgan as Santa, or a musician with a guitar, not Democratic campaign slogans.

“[Morgan’s] regular slate of advertising generally didn’t highlight his politics,” Jewett said. “… Even to the degree that he was involved with those two very explicitly political issues, they were less controversial because the vast majority of Floridians supported them.”

Morgan did not respond to a request for comment.

Trial lawyers have tended to lean Democratic, and Newlin’s political contribution history has included $150,000 in 2018 to the Florida Democratic Party and thousands of dollars to Democrats such as Orange County property appraiser Amy Mercado and U.S. Rep. Darren Soto, D-Kissimmee.

But his more recent contributions have leaned right, including $100,000 each in 2023 to the Florida Republican Senatorial Campaign and the Defending Conservatism and Democracy PAC, as well as donations to state Sen. Ed Hooper, R-Clearwater, and a PAC affiliated with state Sen. Jason Brodeur, R-Sanford.

According to FEC reports, there is no record of any Newlin contribution to Trump.