The Way We Live Now: Those St. Joe’s Olympics Commercials Are The Most Strangely Soothing Things On TV
We’ve all been there: It’s a weird hour of the night, you’re alone, and shame-watching the encore presentation of Women’s Beach Volleyball. When suddenly, seemingly out of nowhere, a familiar sight graces your screen. The campus… the grass… the lawns… generic, multi-ethnic college students ostensibly hard at work… could it be? Stock Footage University?
Er, St. Joseph’s University, we mean. Over the ten-plus days of Olympics broadcasts thus far, St. Joe’s has, repeatedly, aired a variety of 30-second spots advertising its storied campus. While this is not unfamiliar territory for institutions of higher learning — some are only now beginning to shake the memory of Lockhaven’s amazingly mundane jingle — there’s just something…off about the ads. Is it the guy in the gym with the thousand-yard-stare? The voiceover, equal parts preachy and inspirational? (And, okay, kind of soothing.) Is it the general feeling that the ad has little to do with the actual St. Joe’s [Ed. note: Joey Sweeney, class of '95, wooooo! THE HAWK WILL NEVER DIE!], widely known for academic and athletic successes as well as its “vibrant” campus community? You tell us.
Do you believe in magis?