I think the Haley announcement video was well done.
It hit all the high notes of her biography and experience. The line about kicking back against bullies with high heels is memorable, and people tend to love that kind of Momma Grizzly attitude (although it’s going to create added pressure on her to punch back if and when Trump goes after her). And it was notable that she included the fact that Republicans have lost the popular vote in seven out of the last eight presidential elections — something the GOP needs to grapple with.
That said, creating an announcement video is the easiest part of a presidential campaign, and the video was very conventional. Even if Republicans are willing to turn their backs on the chaos and outrageousness of Donald Trump, I’m not sure they are in the mood for stereotypical Republican politics, either — it’s dull and doesn’t necessarily communicate the urgency of this moment. Now, Haley may be counting on her youth and potentially history-making background to keep her campaign from seeming too conventional, but I doubt that’s going to be enough.