The Trump administration isn’t impressed with Gov. Gavin Newsom’s (D-CA) new social media strategy, responding with mockery of its own in one of the first-ever official White House press statements consisting of a meme.

Over the past week, Newsom’s social media team has attempted to replicate President Donald Trump’s distinctive and aggressive social media posting style, complete with all-caps posts and frequent use of hyperbole. The White House conveyed that it wasn’t impressed in one of its first meme statements on the matter, first sent to Politico and obtained by the Washington Examiner.

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The statement consisted of an original meme from AMC’s Mad Men, where a character tells protagonist Don Draper, “I feel bad for you,” to which Draper responds, “I don’t think about you at all.” In the White House’s meme, the character confronting Draper’s face is replaced with Newsom’s press account, while Draper’s face is replaced with Trump’s.

Politico noted that the statement was historic, as it appeared to be the first official meme statement from the White House. However, White House Deputy Press Secretary Abigail Jackson noted that the White House had responded to a press inquiry from the Daily Beast earlier this month with another meme. In that case, the meme doesn’t appear to have been originally created by the White House, meaning Tuesday’s appears to be the first originally created meme sent as an official statement from the White House.

Newsom’s new social media strategy has proven polarizing. Some Democrats have praised the posts as humorous and a necessary counterattack, a needed offensive move as Democrats struggle to regroup following their crushing losses in November. Many Republicans have criticized it as cringy, unfunny, and inauthentic.

At a recent press conference, Newsom said he hoped his social media posts serve as a “wake-up call” for Trump.

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“I’m sort of following his example. If you’ve got issues with what I’m putting out, you sure as hell should have concerns about what he’s putting out as president. … I think the deeper question is how have we allowed the normalization of his tweets, Truth Social posts over the course of the last many years, to go without similar scrutiny and notice?” he said.

Though often speaking in the first person, Newsom’s press account isn’t run by the governor personally. Politico was told that the account is run by a team of four or five people, including communications director Izzy Gardon and rapid response director Brandon Richards. Newsom’s office stated that the governor leads the effort, but didn’t specify the extent of his involvement.