President-elect Donald Trump’s top pollster revealed in a recent interview that Vice President Kamala Harris herself had been the one who provided the campaign with the most effective ad content.

Tony Fabrizio told Politico, in a joint interview with campaign advisor Chris LaCivita, that the ads that had the greatest impact were the ones in which they were able to use Harris’ own words — and that for that reason, they had never been short of content.

When recapping the election, Fabrizio noted that the Trump team never really believed that the popular vote was in play — until the last two weeks of the campaign. The reason, he explained, was that although Harris had a surge in popularity when she first became the nominee, she was unable to carry that momentum beyond the initial bump.

“I used to describe it like a wave coming up on the shore, and the wave hit its high-water mark and then it just receded back. And so, the one thing she was never able to do, was close the sale,” he said, adding that he believed her team’s lack of a “coherent message” was the reason she had never been able to get it together.

“I mean, one of the untold stories of this race — perfect example, last week of the campaign, they ran 162 different unique creatives on digital, TV,” he said. The Trump team, in that same time, ran 50.

When asked which ads had the greatest impact, Fabrizio’s answer was simple: “Well, first, usually any ad where she was talking, was effective. Using her words. And there were a ton. In fact, there was so much, we couldn’t use all of it.”

LaCivita weighed in then, noting that the Harris campaign had made a miscalculation when it came to low propensity voters — meaning those who didn’t typically vote at all — and persuadable voters.

“It’s two different tacks. Low propensity: Get them to vote. Persuadable: Try to get them over. The Harris campaign was convinced [persuadables were] around 4 to 6 percent. We knew it was probably closer to 10 to 12 percent,” LaCivita explained. “We focused the entire campaign built around the issues that matter to the persuadable voters early. Tony modeled them, and we tracked what the electorate, based on the persuadables, was thinking. And that drove all of our decision making. All of our decision making.”