The old adage is... "In every encounter, a sale is made... Either I sell you a good idea, or you sell me on why it's no good!"
People advising/running his campaign, like old warriors, are trying to run it like campaigns of the past. We've never had this lengthy of a Guber campaign before, as you correctly point out.
There's an "opportunity cost" for not at least trying something new and different in these strange circumstances. Anything to catch the people's imagination!
Check out Simon's ads ... they are new and different and received much attention. My favorite is "MAIDS"