Bruce’s Take: Someone needs to tell Kelly Craft about Aqua Buddha Skip to content

Bruce’s Take: Someone needs to tell Kelly Craft about Aqua Buddha

The latest Craft ad got me thinking about that classic ad and the effect it had.

3 min read
The “woke” outsiders supposedly parachuting into a Kentucky school (Screen capture from Kelly Craft ad)

When I think about political campaigns and how they are run, I basically divide them into two types: top-down and bottom-up.

The top-down campaigns are those that are run by outside consultants, who are often paid a great deal of money and who depend primarily on mass media, especially video ads and bulk mailings. Bottom-up campaigns, on the other hand, are those that are run primarily by local people who know the area, and that depend on field work and continually meeting the voters where they are.

Top-down campaigns often rely on one or more killer videos: some video or advertisement that is going to knock the other candidate right off the campaign trail. It appears that the Kelly Craft campaign, definitely a top-down one, is counting on that very tactic.

Somebody needs to tell Craft that top-down campaigns rarely work in the state of Kentucky, especially when you are banking on professionally-done videos to do the work for you.

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Bruce Maples

Bruce Maples has been involved in politics and activism since 2004, when he became active in the Kerry Kentucky movement. (Read the rest of his bio on the Bruce Maples Bio page in the bottom nav bar.)

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