A ferocious advertising campaign is underway with passage of President Donald Trump’s landmark policy bill hanging in the balance, as political groups and business interests spent at least $35 million just this month to try to sway key members of Congress and their constituents.

The megabill bill, they say, “is more than a messaging opportunity; it’s a midterm roadmap.” But just because there’s a way forward does not mean it will be easy for the message to land with voters. Already,