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.