I'm not so sure that the vid was as bad as most are making it out to be. I would say I'm neutral on Brosnan as a coach. I don't really believe that he was a super coach, per se, that made pretty good runners into sub4 types. HOWEVER, I think he does have to be given credit that he didn't get in their way! Often, as a coach, that is an excellent quality to have.
Yeah, I found most of the video that centered around him (the coffee brewing, the Jessica & OJ sightseeing, etc) to be cringe AF. BUT, a lot of the video looked pretty good, imo. The runners in slow-mo and change-of-speeds looked good. The aerials looked sunny and California-like. Nice weather. LA is a place known to attract dreamers, and it had that vibe.
As much of a self-absorbed goof he can look to be, I think there could be something appealing about an out-there coach that almost demands attention. In a hard-to-describe way, I think a coach like that kind of takes pressure off the athletes. Also, as much me-me-me that SB appears to do, I believe he actually is all-in for his athletes, and I bet he does work pretty hard and does not "phone it in". The video made it look like there is a good natural rapport, and I bet there is.
The video seems to say "this is the "movie trailer" of all the awesome things we're going to achieve. So, come join me if you want to be apart of creating / building something special." He likely believes that he can work with a top-25 HS runner talent (his target audience - who are already at least a little familiar with who he is) and make them into a champion. If this video nudges just a few of these types to consider UCLA, so that they give him a call, then this video will be totally worth all the effort, expense and criticism.
I think he is making a compelling offer that differentiates the program from the other great ones already established. He is plainly saying "I am at UCLA. Come run here and be the first to begin the construction of the next great program." I mean, he and the female runner basically come out and say this. Maybe even the cringe parts make it look like the beginnings of a quintessential underdog story.
In a sense, I admire how he puts himself out there. He'll probably fail (and probably already has) time and again, and we'll laugh and laugh at his expense. But, it's people like that who DGAF who just keep getting back up that someday ends up with Youngs and Sahlmans at the same time and manages to not F it up.