Yesterday, Matt Lauer was interviewing Jeremy Piven, who was in character as Ari Gold from the TV show Entourage. Ari was on Today to drum up press for his new book, The Gold Standard: Rules To Rule By.

Now, Piven had previously warned everyone via Twitter that he would be in character and that he would like to "apologize in advance."

Turns out that Ari called his shot, because he dropped a big s-bomb to Lauer on live TV. Check out the video below!

The new Entourage movie (with Ari, Vince, Turtle, and the rest of the crew) hits theaters June 3.