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By Audrey Kemp, LA Reporter

July 3, 2024 | 3 min read

America’s Weatherman lies on the weather app to snag a sunny beach for himself and his all-electric BMW i4 in the automaker’s latest commercial – a sunbeam of comedy gold.

Who wouldn’t trust the delightful face of NBC’s Al Roker, the man who can predict rain with a wink and a smile? Turns out, trusting America’s Weatherman might just land you in a sun-soaked prank courtesy of BMW’s latest ad campaign.

For BMW’s annual Summer Sales Event, the automaker launched on Tuesday a parody campaign titled ‘Summer is All Yours,’ where Roker spreads a white lie about the weather to snag some beachside solitude in his all-electric BMW i4.

The ad, which debuted Monday, opens with a family of three pulling up to a stunning, sunny beach. As they begin to unpack, a weather warning from Roker pops up on their phones.

“Hey guys, it’s Al. We’ve got some rough weather heading your way,” he says. “I know it doesn’t look like it right now, but it’s going to pour. It’s going to rain cats and dogs! I’d be home quick.”

Heeding Roker’s advice, the family packs up and hightails it out of there, only to see Roker pulling into the same beach to claim their prime spot.

“I can’t believe they bought it,” he says to himself, chuckling, as he settles in to soak up the sun.

The commercial was developed by creative agency Goodby Silverstein & Partners (GS&P) and directed by Win Bates, a Silver Emmy winner known for his work for Samuel Adams, Nike, Dunkin’, Burger King, AT&T, Pringles and more.

“Saying Al’s personality is as electric as the BMW cars we are promoting would be a cliché, so I won’t say it. But wait … I think I just did,” said Rich Silverstein, co-chairman and co-founder at GS&P.”

Matt Edwards, GS&P’s executive creative director, added: “We’re thrilled to collaborate with Al Roker, a true entertainment icon whose passion and trademark charm fit beautifully with the BMW brand.”

Running across television and online channels, the campaign includes a second spot featuring the X5 and the 5 Series.

Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

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