Does it seem odd to anyone else that the song chosen for a promo in last night’s NCAA Men’s Basketball Championship Game was sung by The Chainsmokers and Coldplay?  I wasn’t good enough to play college ball but I know enough to understand that both “chainsmoking” and “cold play” are antithetical to the spirit and lifestyle of winning basketball.

It just seems like this fact should have dawned on whoever produced this piece.  It’s like cutting a spot for a daycare facility set to music by Marilyn Manson and Slayer…  An anti-pornography spot driven by the music of Lil Wayne and Wu-Tang Clan…  An automobile safety spot set to a score by Crash Test Dummies.

I think I know how this happened.  Some creative director who works for the network agency (who wears entirely too many bracelets and considers skateboarding an athletic endeavor) said “Hey, that song is great! Let’s cut a promo for the NCAA championship game to it!”  Then he convinced executive management to let him produce the spot.  Trouble is, the song they picked, though solid musically, was created by bands named after lifestyle choices of couch potatoes, not basketball players.  Once they figured that out, it was, it was too late.