WATCH: Ohio State AD puts out cringe-worthy video ahead of playoff game vs. Tennessee

 

In the days leading up to Ohio State’s highly anticipated College Football Playoff (CFP) game against Tennessee, Ohio State’s Athletic Director, Gene Smith, found himself at the center of controversy after posting a video on social media that many fans and critics quickly labeled as “cringe-worthy.” Intended to rally support for the Buckeyes, the video instead became a viral sensation for all the wrong reasons, drawing mockery and backlash across social media platforms.

The Video That Sparked Controversy

The video, which was posted by Smith on the official Ohio State athletics Twitter account, featured the athletic director in a staged “pep talk” style message to Ohio State fans. Standing in front of a backdrop of Ohio State football memorabilia, Smith attempted to energize and motivate fans for the upcoming playoff game, hyping up the team’s chances against Tennessee. He spoke passionately about the Buckeyes’ preparation, their history of success, and the energy surrounding the team.

However, despite his intentions, the delivery of the video quickly drew attention for all the wrong reasons. Smith’s tone and body language were perceived by many as forced and overly rehearsed, leading to the backlash. Instead of feeling inspired or connected with Smith’s message, fans and viewers were left cringing at what they saw as an awkward attempt to rally support.

A Tone That Missed the Mark

One of the biggest criticisms of the video was its tone. While the intention was clear—encourage fans and generate excitement ahead of a huge playoff game—the execution came off as insincere. Fans have long been accustomed to seeing motivational videos from players or coaches, who are naturally more charismatic and connected to the on-field action. However, seeing the athletic director, a behind-the-scenes figure, attempt to deliver the same kind of passionate rhetoric felt disjointed to many viewers.

In the video, Smith frequently gestured with exaggerated hand movements and made statements that many considered overly dramatic for the context. His comments, such as “This is our time,” and “We are going to show the world who we are!” were received as clichés, failing to capture the authentic emotion or connection that the Ohio State fanbase expects from its athletic leadership.

Social Media Backlash and Viral Mockery

The video quickly went viral—but not for the reasons Smith had hoped. Social media users wasted no time turning the video into memes, poking fun at Smith’s delivery and the overall awkwardness of the clip. Critics on Twitter and other platforms were quick to point out how the video seemed out of place, with some calling it “cringe,” “awkward,” or “over the top.”

Some fans compared Smith’s attempt to other, more successful motivational videos in college football. Ohio State’s arch-rivals, Michigan, had a much more natural and beloved style of hype videos, with their players and coaches appearing relaxed and connected to their message. In comparison, Smith’s video appeared stiff, scripted, and overly polished, which didn’t resonate with fans looking for authenticity.

The video even prompted jokes from Ohio State fans themselves, with some poking fun at the idea of an athletic director stepping into the spotlight in such a manner. “Gene Smith should stick to his day job,” one fan tweeted, while another quipped, “Is this supposed to get me excited? Because I’m just confused.”

The Fallout and Reactions

While Smith’s video may have missed the mark in terms of motivation, it did spark conversation about the role of athletic directors in the modern era. Traditionally, ADs have remained behind the scenes, overseeing the logistics and business aspects of college athletics. However, in today’s age of social media and viral content, there’s a growing expectation for ADs to be more publicly visible, connecting with fans on a personal level. Smith’s attempt at engaging with the fanbase was likely driven by this evolving expectation, but it highlighted the challenge of maintaining authenticity when stepping outside one’s typical role.

Even though the video was met with ridicule, it did succeed in one sense: it created buzz around Ohio State’s playoff game against Tennessee. The online conversation, while largely mocking, contributed to an increase in awareness of the game and kept the Buckeyes in the public spotlight. Whether or not this was the kind of attention Ohio State wanted is up for debate, but it undeniably added to the narrative surrounding the matchup.

Conclusion: A Missed Opportunity

Ultimately, Gene Smith’s video serves as an example of the fine line athletic directors must walk when attempting to engage with fans in a public-facing role. While the intention was likely to fire up the Ohio State fanbase and create excitement for the playoff game, the result was a viral moment for all the wrong reasons. The backlash to the video highlights the growing expectation for authenticity and relatability in today’s sports media landscape, especially in college football.

Smith’s attempt to create a motivational moment ended up as a prime example of how not to connect with fans on social media. While it may not have had the desired effect, the video will undoubtedly remain part of the conversation surrounding Ohio State’s 2024 College Football Playoff campaign—just not for the reasons Smith had hoped.