Normally it's the words coming out of Donald Trump's mouth that spark controversy and outrage, but he may have just been outdone.
Boxing promoter Don King, who was trying to help Mr Trump reach out to African American voters, has found himself in trouble for using a racial slur.
Mr Trump met with a handful of sympathetic black pastors in Cleveland on Wednesday (local time) when he was overshadowed by Mr King.
"If you are a dancing and sliding and gliding n***** - I mean negro, you are dancing and sliding and gliding negro," Mr King said.
"So dare not alienate because you cannot assimilate, so you are going to be a negro till you die."
The effect was unsettling and symptomatic of Mr Trump's pitch to African Americans - one made largely to white audiences.
He's turned down speaking invitations from the NAACP and other civil rights groups.
In North Carolina on Tuesday, Mr Trump said black communities in the US were "absolutely in the worst shape that they've ever been in before. Ever, ever, ever."