“Fall weather in Mississippi can be dangerous,” starts a lighthearted weather promo for WJTV’s meteorologists in Jackson, Miss.
The thirty-second clip, above, offers plenty of ominous music and warnings of severe weather, while interspersing clips of a calm golf course with a light breeze blowing a flag on a pole, and little children casually enjoying a fun fair on a sunny day.
The WJTV media team was due for a new campaign for their “Storm Team 12,” but the region the meteorologists covered was having way too of nice weather.
“Something just felt off about producing a severe weather promo when most of our state hadn’t seen a drop of rain in months,” said Brett Kenyon, creative services director for WJTV to TVNewsCheck, “So we decided that instead of avoiding or ignoring the ‘no severe weather’ issue, we’d embrace it, and this promo was the result.”
“Eventually severe weather will come,” assures a voice-over narrator in the clip.
READ MORE: TVNewsCheck