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BMW, together with agency Goodby Silverstein & Partners (GSP), just launched a new campaign starring American weathercaster and journalist Al Roker.
The carmaker's latest initiative "Summer Is All Yours" aims to promote its latest summer sales event with a short comedic hero spot where the NBC anchor pranks a family during their getaway.
Sharing family-friendly laughs and setting the summer mood, the brand thought Roker's lighthearted personality to be the perfect fit for the campaign's message.
“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 of GSP.
Meanwhile, GSP Executive Creative Director Matt Edwards expressed joy in collaborating with Roker, who he refers to as a "true entertainment icon whose passion and trademark charm fit beautifully" with the brand.
The BMW Summer Sales Event runs through the entirety of July, giving customers a chance to get exclusive deals on the luxury car brand's electric vehicle models, which include:
- BMW i4 eDrive35 Gran Coupe
- 2024 BMW 530i
- BMW iX xDrive50
- X5 xDrive40i SUV
Those interested in learning more about the event can visit their microsite.
The car giant's new "Summer Is All Yours" doesn't hold back on the humor and family fun to highlight their July sales event. This playful approach, coupled with exclusive deals on their electric vehicle models, aims to capture the summer spirit and drive meaningful customer engagement.
Behind the Spot
Directed by Tool of North America's Win Bates, the short 47-second hero ad kicks off with a family driving the iX to the beach.
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Just as they arrive, they catch a live stream of Al Roker declaring "rough weather" even if the skies were clear at the moment. "It's gonna be raining cats and dogs. I'd get home quick," the weatherman says.
Viewers then see Roker as he drives BMW's i4 to the location of the family, asking the car to play his music to set the beach vibe. He then arrives at the location just as the family is about to leave. Roker shares a look with the kid, as he is met with confusion.
"Is that Al Roker?" the child asks his parents, as they all share a blank expression.
"There are many ways to spend your summer but only one will make it ultimate," the narrator concludes, as he touts the summer event and the two EVs before closing the spot.
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