John Oliver used Sunday's edition of "Last Week Tonight" to plead with American voters to start separating the Trump brand from the man himself.
"He has spent decades building a brand synonymous with ... quality," the comedian said. "And he has made himself the mascot for that brand. ... But if he's going to be the Republican nominee, it's time to stop thinking of the mascot and start thinking of the man. Because a candidate for president needs a coherent set of policies."
"Whatever you think about Marco Rubio and Ted Cruz, at least you basically know where they stand. But Trump's opinions have been wildly inconsistent ... And that inconsistency can be troubling," he continued.
The segment began with Oliver discussing the reasons people might like Trump, calling him "unpredictable and entertaining."
"If you are someone who's sick of the party's establishment, he might seem like a protest candidate with some attractive qualities," he admitted.
He then brought up his brief October feud in which Trump claimed to have turned down multiple offers to appear on "Last Week Tonight," and Oliver claims no such offers were ever made.
"Who's he trying to impress with that lie?" Oliver asked. "Our guests include sloths and puppies. We're basically a petting zoo with a desk."
Oliver then brought up a number of Trump's ideological flip-flops to illustrate the ever-changing politics and the aura of dishonesty that the Brit feels surrounds the GOP front-runner.
"'I'm rich, therefore I tell the truth' has the same internal logic as 'I'm vegan, therefore I know karate,'" he said. "No cause and effect between those two, and the correlation usually goes the other way."
He also discussed Trump's tendency to threaten legal action against anyone who disparages him or his ideas.
"'I'll sue you' is Trump's version of 'Bazinga!'" Oliver said, referencing the popular catchphrase of Sheldon Cooper on CBS' "The Big Bang Theory."
In addition to bashing his politics, Oliver also went after Trump's business acumen, including some of his failed real estate projects. He even played a 2003 interview with Trump's daughter Ivanka that puts into question how much the billionaire is actually worth.
"I remember once, my father and I walking down 5th Ave., and there was a homeless person sitting outside Trump Tower," Ivanka said. "And I remember my father pointing to him, saying, 'You know, that guy has $8 billion more than me.' Because he was in such strained debt."
Oliver also played an older interview with Trump's son, Donald Trump Jr., where the younger Trump openly questioned whether his last name is still associated with stability, or even viability, which led into Oliver unveiling his new campaign slogan for Trump: "Trump 2016: I don't know if it brings stability or viability, but I imagine certain people feel that."
In order to disassociate the Trump name from the idea of quality, Oliver dug up Trump's original ancestral last name: Drumpf, which according to Oliver, is the "sound produced when a morbidly obese pigeon flies into the window of a foreclosed Old Navy."
"Drumpf is much more reflective of who he actually is," Oliver said. "If you're thinking of voting for Donald Trump ... stop and imagine how you would feel if you had just met a guy named Donald Drumpf, a serial liar with a string of failed business ventures with the support of a Klan member who he can't decide whether or not to condemn. Would you think he would make a good president, or is the spell kind of broken?"
Donald J. Drumpf already has his own Twitter page with 12,200 followers.
With the gauntlet thrown, Oliver told Trump that he is awaiting an inevitable response.
"I await your lawsuit in the morning," he said. "I have no doubt your complaint will be signed in gold Sharpie."