BOLINGBROOK, Ill.—WeatherTech's Super Bowl commercials featured plenty of stars.
WeatherTech, which makes automotive accessories, home and pet care products, aired three 30-second commercials during Sunday's CBS broadcast, each with a Made-in-America focus. Two of the commercials aired during the game, while the other aired 15 minutes before kickoff.
This marked the eighth time WeatherTech advertised during the Super Bowl.
The first in-game spot was titled "WeatherTech Family" and featured employees talking about making automotive accessories in America.
"This year we wanted to get back to our Made-in-America message," founder and CEO David MacNeil said in a release. "Who better to deliver that message than our employees right here in our own production facilities in Bolingbrook, Illinois?"
The second in-game spot was titled "We Never Left," and featured employees explaining that WeatherTech products don't come from overseas, and WeatherTech "won't be moving production back to the States, because the truth is … we never left."
Both commercials were filmed in WeatherTech's Bolingbrook facilities.
"We are a small company compared to the others who advertise on Super Bowl Sunday," MacNeil said. "When we shoot our ads, we produce multiple versions to take advantage of economies so we can run them throughout the year. When I viewed the edited commercials, I really felt both of these spots needed to be shown during the Super Bowl to deliver our message on the world's biggest advertising stage.
"It is a pleasure to feature our hard-working employees again this year. Our diverse work force is the backbone of the company. They take pride in what they do, and it shows in our end product. It is a pleasure to make them a part of our marketing campaigns to share their pride in workmanship with the Super Bowl audience."
The pregame commercial was called "Super Mom" and featured four WeatherTech products: CupFone, DeskFone, MirrorFone and Tablet Holder.
"We are taking full advantage of the Super Bowl audience," MacNeil said. "There is no other opportunity that matches what the Super Bowl delivers in terms of audience for our products. We are investing in this opportunity as it has paid off for us the past seven years, that is why we have decided to run two in-game spots as well as another commercial in the pregame show featuring our newest offerings."
Ad Age gave both in-game commercials 2.5 stars, saying they served up "some old-fashioned, made-in-America pride."