Over the weekend, Ohio State wide receivers coach Zach Smith revealed that he'd been the target of some unflattering advertising designed to discredit him with recruits Michigan's going after. There were many flaws in the attack, the most notable of which is that it mentions Jedd Fisch's NFL career and, consequently, calls attention to the fact that he just got fired by the Jaguars last December.
This is not to say that Michigan shouldn't be going after the Buckeyes in this manner. They just need to find the most effective pressure points, and it's not "pointing out that you worked for Brian Billick on offense." Try one of these instead: