It's very good, not just because it effectively points out Trump's flip-floppery on issues and non-engagement on any sort of policy matter but also because it shows Bush as feisty and combative — anything but "low energy," the Trump attack against the former governor that has done so much damage.
This is Bush at his best and Trump at his dismissive, shallow (from a policy perspective) worst. But it's only a Web video — posted on Twitter. While that means that every reporter will see it, which may be the goal, it means that the average voter, who doesn't keep Tweetdeck open on a second screen all day, won't.
Bush should immediately put this ad on TV in Iowa, New Hampshire and South Carolina. As I've written before, he badly needs to destabilize the race in order to have any chance at winning it — or at least being relevant in it. And the best way to destabilize the race is to take a flamethrower to Trump.
This ad does that. And, no, it's not on TV. "Right now it’s a Web video," confirmed Bush spokeswoman Allie Brandenburger.
That's the Bush campaign's problem in a single sentence. They continue to misunderstand that their candidate is not in a position to sit back and see how things play out — with Trump or anyone else. He is down and almost out. Taking risks isn't optional; it's a necessity.
He should put the ad on TV. Today.